Never before had a bicycle company embraced customization so completely. Many said it couldn't be done. But in three years, by reaching deep, and entirely rethinking long entrenched ideas about design, materials, and the very art of manufacturing, Seven has become the largest custom builder in the world. From the beginning, the cycling press heralded the Seven as, "the best I've ever ridden", "my favorite bike ever", and even, "the perfect bike".