Mario Cipollini launches his own bike line. The Super Mario velo.

The MarioVelo?

Pinarello Dogma, watch out, here comes Ego. The famed Italian sprinter and ego-maniac Mario Cipollini has launched his own line of bikes.

“The MCipollini bike is an egoistical bike because its been created for a rider like me, who demands the best and pays huge attention to detail,” Cipollini told Gazzetta dello Sport. The Italian ISD squad will be riding them for the 2010 season.

There are two models: the Fastline, an aero racing bike, and the Snuglife, a bike designed for longer rides and extra comfort. Discarded names included The Lion Thing, Super MarioVelo, the Hairy Playboy and the Bimbo Chaser.

“I’ve applied everything I learnt during my career to the design of the bike. There’s my experience, my search for perfection, my attention to detail and my attention to design,” said Cipo with great modesty before schmoozing Olympic gold medallist Paolo Pezzo at the ISD presentation

Twisted Spoke is thinking that bike manufacturer Eddie Merckx isn’t feeling too threatened by Super Mario’s design.

Cipollini, who works as a creative consultant for the ISD team, also designed the florescent yellow, white and black team kit. The jerseys are notable for their random, sloppy array of sponsor names. Even Dario Urzay, the man behind the horrible Footon-Servetto kit, has a better sense of placement.

However, the MCipollini race bike may be just the perfect fit for ISD’s new signing, Venezuelan climber José Rujano. After a dismal 2009 season, Rujano has since pronounced himself “the third best climber in the world.” Ego meets ego.