Friend&Fiend Launches with On-Tube Storage Bags

Friend&Fiend, a new brand spearheaded by industrial designer Bailey Van Etten, has officially launched its initial product line: a pair of On-Tube Storage bags. These handmade bags are designed to attach to bicycle accessory mounts, offering cyclists expanded capacity for small essentials like nutrition, repair kits, or personal items. This debut marks Van Etten's entry into the competitive cycling accessory market, focusing on practical, mountable storage solutions.

This launch arrives amidst a sustained boom in bikepacking and adventure cycling, where integrated and accessible storage is paramount. Riders are increasingly seeking clever solutions beyond traditional frame bags, making on-tube mounts a popular, albeit often overlooked, niche. Van Etten’s design background suggests a focus on functionality and aesthetics, potentially elevating the standard for such accessories and appealing to a discerning market tired of generic, mass-produced options.

While the market is saturated, a well-designed, handmade product can carve out its own space. It seems Van Etten understands that sometimes, the smallest additions make the biggest difference on a long ride.