Founded in Turin in 1961 as Tecno Tubo Torino (Turin Tube Technology - “TTT”), 3T has always been renowned for the quality, simplicity, and beauty of its products. 3T has a track record of being first: first to introduce many modern alloys to cycling and first to produce a dedicated aerobar. In 1975 it produced the Superleggera handlebar which, weighing only 250 grams, claimed to be the world's lightest drop handlebar. This bar was the first to be made of 7075 alloy material, which, until then, was usually used in aerospace applications. Many of the greats piloted 3t products to numerous victories, including Moser and his hour record where he became the first rider to break the 50 km mark.

Like many small brands, 3t struggled to survive until 2007 when René Wiertz stepped in to purchase 3T from SPA (Cinelli/Columbus). He didn’t waste any time and revamped the beloved 3T components. By 2008, Team CSC won the TDF under 3T bars and stems. Fast forward to 2015, when, former Cervélo engineer and partner, Gerard Vroomen teamed up with 3T CEO René Wiertz to acquire all of the shares in the bicycle component maker.

Gerard didn’t waste any time once his non-compete clause with Cervélo expired and continued 3T’s list of firsts: first to win the ID design award, first to introduce dedicated gravel wheels, first to introduce an aero gravel frame, and first to introduce an aero road bike optimized for wider tires and a 1x drivetrain. Yah, sure, the 1x Strada received some bad press from Team Aqua Blue, but as we know, there are always two sides to the story. Aqua Blue soon folded and the whole thing was a PR nightmare. The Pro’s may not be ready for 1x, but it was ahead of its time and I feel it just needs refinement and the right market.

My love of 3t parts in the shop is well known and I am excited to see what they cook up for bikes. Don’t fret, the Strada is now available to buy with a front derailleur so you can build one sick Campy EPS Disc Monster bike. Check out what 3t has to offer and when you are ready, come by to Edmonton’s exclusive 3T dealer PRW.