I’m Sander Tielen. Creative Director, designer, ex–La Machine co-founder. Professional amateur cyclist. Based in the Netherlands. I’ve been working as a designer for over 20 years, with over 10 of those spent building La Machine at the intersection of cycling, culture, and apparel. As co-founder and creative lead, I shaped the brand from the ground up – from product to campaigns to collaborations. Not just how it looked, but what it stood for. I like clear ideas. Ideas that help design move beyond only design. Work that actually connects with people, not just looks good in a deck. Most of what I do comes down to translating a vision into something simple, recognisable, and hard to ignore.