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Lino Gonzales And The 90East Shop

“As the era of the rider-owned BMX shop continues to evolve, Lino Gonzalez, under the 90East Clothing brand, decided to give back to the local BMX scene in the Boston, Mass. area. Last month, 90East opened a retail store near downtown Boston, and it’s not your typical bike shop. In Lino’s words, “We’re trying to introduce BMX in a non-corny way,” and the efforts seem to be paying off. In the above Joe Cookie video, Lino runs through his motivations behind the store, and gets some riding in outside of 90East.”– Brian Tunney, ESPN



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