This project began months ago, when we decided the best way to support our friends in this year’s AIDS/LifeCycle would be shooting portraits they could use as a promotional tool for their fundraising goals. We started out by shooting only 4 of our close friends, but soon after decided the series would have a greater impact if we included more of the New Bear Republic team. Through the shoots we’ve met a whole new group of friends, and their individual stories have helped crystallize why we got involved in the first place. The individual photos became the “Reason I Ride” campaign, and eventually, with the addition of each rider’s and roadie’s testimonial, the book you’re holding in your hands.