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The playful and humorous illustrations of Rotterdam-based artist Joren Joshua (1990) portray everyday life with wit and charm. His work is engaging and light-hearted, yet layered with a complexity that invites the viewer to take a closer look.

Strongly influenced by graffiti and printmaking techniques, Joren has developed a bold, graphic and dynamic style that adapts effortlessly to different formats—from large-scale murals to printed pieces—featuring characters that naturally inhabit any surface.

Drawing and self-expression through drawing are a fundamental part of his identity. .
The stimuli he observes every day become creative material, and drawing has always been his way of escaping and processing the world around him.

For me, drawing has always been a very natural process. It may sound like a cliché, but it’s something you’ve practically been doing your whole life. At a certain point, it became almost obvious that this was what I did best. So, in a way, the path I’ve taken until now feels quite logical

But Joren’s creative life doesn’t revolve around painting alone. Sport—and preferably outdoor sport—also plays a key role in his daily routine and his creative process. It offers him a way to clear his mind, find balance, and observe his surroundings more closely:

A lot is happening in Rotterdam. Everything and everyone coexist, mixed together, and the city is constantly changing. I think that’s also interesting for me as an illustrator—that the things around you stimulate you, challenge you and inspire you

When BH Bikes first approached him to take part in BH X Artists III, his initial thought was about the challenge of working on such an unconventional canvas—especially when you’re used to working on large, flat, two-dimensional surfaces.

What truly drew him in was the complete creative freedom offered by the SL1 frame, which led him to reflect on his personal relationship with cycling:

What is my relationship with the bicycle? For me, cycling is an escape, but it’s also a collection of moments. So I thought it could be interesting to approach the bike as if it were a kind of sketchbook

In this collaboration, the ideas from his sketchbook unfold across the BH SL1, guiding the viewer through a visual journey made up of his distinctive characters and evocative landscapes, brought together through vibrant colours and a hand-drawn line full of personality.

Discover more about the SL1

The final result translates these sketches directly onto the frame’s surface. What would normally mark the beginning of a creative process becomes the core of the piece itself, conveying all those experiences and stimuli. The outcome is striking at first glance, yet it clearly communicates what Joren set out to express: the freedom of letting go—just as he does when riding his bike.

“That’s why I ultimately chose to work with pastel paints—they have that sketch-like quality, and a dynamic that works perfectly with a bicycle”.

Anyone who owns a bike lives adventures through it. Whether it’s racing or going on holiday, you accumulate stories—almost like sailors in the past, who would tattoo their bodies to mark their journeys

With this project, Joren Joshua masterfully brings to life everything he imagined for the frame, building a bridge between the worlds of cycling and artistic creation.

Discover Joren’s full story

This project seeks a freer interpretation where two realities converge, inviting the audience to explore new possibilities and allowing creativity to open unexpected paths. Far from colliding, both worlds meet—giving rise to new stories and connections.