OUR RIDERS
Carlijn Jacobs and Imruh Asha
10 October, 2024
Creativity thrives on movement— like so many things in life. We sat down with photographer Carlijn Jacobs and creative director Imruh Asha to find out more about their drive to create stunning visual images. And to hear how the Veloretti Electric Two serves their dynamic lives. Here's what they had to say about their creative process, life and work on two wheels.
A creative process rooted in exploration
For Carlijn and Imruh, inspiration comes from everywhere, often when they least expect it. Both share a deep love for travel, art, and a deep curiosity for the world around them.
"Traveling, seeing new things, and books give me that first spark," Carlijn begins. "Life has so much to give, and it’s important to keep searching for fresh inspiration. A fresh look helps me to build a strong concept, whether it’s for a magazine shoot or personal work. The clearer the concept, the stronger the outcome."
Imruh follows a similar approach: "For me, it always starts with an idea—sometimes as simple as a location I’ve seen while travelling. Once I have the core idea, I start gathering references and collaborators, like the photographer. From there, it’s an ongoing conversation about the light, casting, set design. Things can shape up really quickly from there."
"I try to keep a 'beginner's mind,' like channelling your inner child. It helps to soften creative boundaries."
Their search for new experiences is what keeps them both agile. As Carlijn explains, "Taking time off to recharge is vital. I find inspiration in architecture, cinema, and countries like Japan and Thailand. It helps to reboot that creative energy." Imruh agrees, adding, "I try to keep a 'beginner's mind,' like channelling your inner child. It’s a mindset that helps to soften creative boundaries."
The partnerships that shaped their paths
Collaboration plays a big role in their work, and both Carlijn and Imruh value the balance of trust and creative exchange that a healthy partnership offers.
"A good collaboration pushes both people to a greater stage in their careers," says Imruh. "It’s about trusting each other’s discipline while also being open to ideas that might cross into new territory."
“It’s interesting to dive into another world and see how I can add a little bit of me into it.”
For Carlijn, it’s about finding ways to bring something personal into the world of commercial projects. "When I work with brands, it’s interesting to dive into another world and see how I can add a little bit of me into it. It’s like a conversation where you push each other to new insights."
One particularly special moment for Carlijn was her solo exhibition at Foam Amsterdam. "It was my first solo show, and having it in Amsterdam with all my friends and family was amazing. It was a defining moment for me, and the team at Foam was incredibly supportive."
Imruh’s most memorable project took him all the way to Nepal, where he worked with a five-year-old photographer he had seen in a documentary. "It was one of the most beautiful moments of my career. The images we created were pure and raw. Those kinds of experiences are what make this work so meaningful."
Cycling as a source of inspiration
The bike plays a major role in both their lives. For Carlijn, it’s about freedom and independence.
"Biking makes me feel independent," she says. "I ride every day, and the Electric Ace allows me to go anywhere I want, faster. At the same time it's relaxing. A moment to rethink everything. I love that about cycling."
Imruh finds cycling to be the most efficient way to move through his often unpredictable days. "I’m always on the go, and the Ace Two is just perfect for that. Whether I’m heading to meetings or a shoot, it’s quick and time-efficient, which fits my working style."
Both Carlijn and Imruh love longer bike rides, especially those small escapes into nature. Carlijn loves the south of the Netherlands for its scenic routes, particularly the "Kunstroute," a route that takes you past public art works. For Imruh, it’s the peaceful landscapes of Sloterpark in Amsterdam that bring back great memories. "I used to bike there often, and the sunsets are incredible—it's a beautiful piece of nature, right in the city."
“It doesn’t look like an electric bike, which I love about it.”
Style meets function
When it comes to their Veloretti Electric Two, both Carlijn and Imruh are drawn to the thoughtful design and seamless functionality.
"I love the minimalism of the Electric Ace - it’s sleek and robust. You can feel the quality, and it's so easy to ride across the city," says Carlijn. "Plus, charging the battery is a breeze." Imruh appreciates the attention to detail of the Ace Two, adding, "It doesn’t look like an electric bike, which I love about it. It’s smooth, powerful, and incredibly easy to use. The technology behind it, with the electric gears and different support levels, really enhances the experience."
