Coolest Products from the 2011 Coolest College Start-up List

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Minimalist, and hip, wheels.

Solé Bicycles
This isn't your run-of-the-mill pair of wheels. While most of their fellow University of Southern California students were getting around on beach cruisers, mountain bikes, or skateboards, Jonathan Shriftman and Jake Medwell were craving a cooler transit solution. A fixed-gear bike is a bicycle without a freewheel, meaning the vehicle cannot coast, and can be slowed without brakes. Shriftman and Medwell began hawking "fixies" for $310 each—far below market competition—last year, and have moved more than 1,000 new minimalist bike in bold colors onto the streets of Southern California.