Update: Donkey Label is offering Element.ly readers 20% off with the code “onthedl”.
When you think of Minnesota, donkeys are not the first thing which come to mind. But tucked away in a warehouse in Minnesota’s tree-lined residential neighborhood of Longfellow there are a pack of donkeys hard at work.
Not the actual animals, but there’s definitely some real-ass work going on. Donkey Label, makers of beautiful and unique bicycle kit, have set up shop in this midwest neighborhood.
“Minneapolis was a choice early in my life as I attended college here,” says Paul Krumrich, lead donkey. “Minneapolis is a great city for cycling: QBP, HED, Twin Six, Park Tool, Art Crank, Curt Goodrich, Appleman, Peacock Groove, One on One, Hollywood Cycles, Cars r Coffins are all located here.”
Donkey Label is the bicycle company version of the locavore, sourcing as much material locally as makes sense and stitching their cycling gear right inside the Twin Cities. They still turn to Italy for much of their actual technical fabrics, as it is still where the best materials are being created, but if there’s a local alternative they embrace it.
“I think Minneapolis has some cache in the cycling scene,” says Krumrich. “We are not Boulder or London or Italy. I think if I were in one of those locations DL would not exist as it is. It works because it is authentic. I might view the world differently if I was sipping cucumber water on the beach instead of sticking hand warmers down my shorts to get a ride in when it’s 14 degrees.”
Their warehouse is packed with containers of jerseys, exotic materials, zip pulls and sundry other items. The Donkey crew have a distinct laidback internet startup vibe. On top of their own bicycle apparel they also have socks, wallets made by a local guy and massage oils, natural soaps and embrocation made by a woman from Viroqua, Wisconsin.
The Donkey Label does things one way. Their way. The jerseys are admittedly in the neighborhood of pricey.
“Our stuff is not for everyone, and we are ok with that,” says Krumrich. “If we tried to hit the sweet spot in the market we would be forced into making decisions based solely on money. Our jerseys are worth every penny. And part of what makes them worth every penny is the knowledge of where those pennies go. Kit is printed and stitched right here in Minneapolis and our socks are made in North Carolina.”
As the good folks at Donkey Label like to say “you vote with your money,” and we are voting for one of those sweet Artist Collaboration Miami Cycling Jerseys.
Krumrich was also nice enough to answer a few more of our silly questions here:
What thing in your life are you most proud of: My two boys.
Do you believe in love at first site: I believe in being overtaken by someone or something in a single instant. I’m just not sure that meets the definition of love.
Form or function: Function (by a nats’ ass).
Toilet paper, over or under: Now that I have kids there is no question—UNDER. When Torbdog spins it like a wheel, it does not unravel all over the damn floor.
What is your spirit animal: I just had a flashback to interviews I had out of engineering school. Donkey.
Where do you see yourself in five years? Designing, riding, relaxing and repeating. Maybe in a different location with mountains, or oceans close by. My ADD doesn’t let me stay focused on any single thing for too long so five years is a lifetime.
What is the last album you listened to in its entirety: Paul’s Boutique, Beastie Boys. I listened to High Plains Drifter three times in a row, and then just let it go.
Yellow or Pink: Pink.
If you could be someone else for one day who would it be: Jeffrey Lebowski.
What is one thing about you almost no one knows: I have no belly button.
Boxers or briefs: Boxer briefs.
Are the stereotypes of the midwest accurate: Yes, we are overly nice, fatter than most and drink more than we should.
If you were thrown in jail for a bad habit, what would that habit be: Saying yes to everything.
What would be your chosen superpower: Mind control.
Merckx or someone else: Steve HED.
Describe your perfect vacation: I have been to 2 World Cups and it has been the perfect mix of exploring the country, meeting cool people from the reaches of the globe, and watching an unbelievable sport. I will repeat that as many times as I can in my life.
What was the most embarrassing event in your life: Got a serious grundie in fifth grade that ripped my whitey tighties off, in front of the entire class. And/or the day my dad pulled over the captain of the football team for speeding. Half the football team was waiting at my locker when I got to school. My dad is not a police officer.
Favorite food: Dark chocolate.
Glass, half full or half empty: The Dude Abides.
Road bike or mtb: Yes.
Hardtail or full suspension: Hardtail.
Update: Donkey Label is offering a 20 percent discount to anyone who wants to try their kit for the first time. Code: onthedl