ATM

Unkosher Wheels, Friendly Faces

Williamsburg bike shop playfully flouts
the antipathy of some area residents to cyclists.

04/07/2010
Staff Writer

Jammed between industrial brick buildings on the cusp of chasidic South Williamsburg and hipster North is a white canopy that reads the words “Traif Bike” – in bold block letters that sandwich the silk-screened head of a chasid clad in side curls. Traif is Yiddish for non-kosher.

Beneath the canopy, passersby can visit a large black vending machine labeled “Bike Shop,” whose rotating carousel features $55 U-locks, $5 handlebar grips and $2 tire patch kits, among other life necessities like a $33 used BlackBerry.

Baruch Herzfeld, the self-proclaimed “new rebbe of Williamsburg.
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