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Elgin, JC Higgins, J.C. Higgins, They're All Sears bikes, and all freaking awesome!! I love that the Firestone bikes are all the same frames too... It's too bad there isn't more information out there about these bikes as they totally kick ass. Yes, they're not quite as good quality as a Schwinn, but they're absolutely serviceable and personally I find they fit taller riders a bit better. One really could ask why AREN'T these bikes ruling the world about now?!?