Our Story

FICI was born from those moments when you feel the pure essence of cycling. That perfect Sunday morning when your tires cut through the mud, your breathing synchronizes with the rhythm of your pedal stroke, and you feel that pure happiness of the ride again.

The name FICI ['fitʃi] combines the intimate Dutch 'fietsie' with an Italian sound - a tribute to the country where cycling becomes art. Where products are not just made, but arise from passion, where beauty lies in imperfection, and where style and character go hand in hand.

We believe that the most beautiful cycling moments live through all the senses. The smell of wet earth during a forest ride, the feeling of that first pedal stroke in the morning cold, the sweet taste of a cup of coffee before the start - at FICI we bring those experiences back to life.

Imagine: you come home from a long winter training, the scent of FICI No. 7 hangs in the house and takes you straight back to that moment when you braved the cold and felt your inner fire burning. Or you sit at breakfast with FICI No. 17, looking forward to that perfect spring ride later, knowing that today anything is possible. That is the power of FICI - an aromatic time machine that connects you with your most beautiful memories on the bike.

Remember the smell of a warm brake pad during that memorable descent? The sound of your perfectly lubricated chain during that first spring ride? Or the texture of classic leather bar tape under your hands on that iconic climb? At FICI, we believe that the essence of cycling lives in all your senses. That's why we capture those specific cycling memories in scents and objects that bring you home to your most beautiful moments on the bike.

In every FICI product lies a story. Our scents come in authentic aluminum bidons, a tribute to the time when cycling was still pure poetry. Every detail, from the cork cap to the vintage race number, is carefully chosen to make that connection to the rich history of our sport.

FICI invites you to relive your own perfect cycling moments. That first big climb, that heroic ride through wind and rain, that magical sunrise on the col - moments that only get more beautiful in your memory.