Video: Stop everything you’re doing, the King is back. Brandon Semenuk returns in SRAM’s ‘Simplicity’. Oozes so much style my wife watched it and instantly filed for divorce!

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@brandonsemenuk is back blowing minds once again. “There’s a special greatness in simplicity. And greatness is sometimes best measured in what you don’t see. When there’s something left for your imagination. When you can’t taste every ingredient. When you don’t see the hours of thought, and practice, and trial, and error. When you can do more, but less is more powerful. When you express yourself purely, simply. There’s greatness in simplicity, but it isn’t simple.” – @srammtb.

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All images courtesy of photographers @danfrew, @iancollinsphotography and @revel_co.

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