Joseph Stephen Brown (1889-1960) was born in Minnesota to German immigrants and came to Portland, Oregon in 1912. He started work as a machinist and bike repairman for F. W. Keenan at 190 Fourth Street (later renamed SW Fourth Avenue). In 1913, he opened his own bicycle and motorcycle repair shop at 274 Taylor St. (later renamed SW Taylor St.), near Fourth. He soon relocated to 266 Taylor St. and eventually expanded into the neighboring lot in order to meet growing demand, focusing solely on bicycle repair and retail sales. Brown married Mary Ellen in 1916, and they had three children: Ellen, Virginia, and Joseph. In 1918, the city fire marshal condemned the building at 266 Taylor St. and Brown moved the shop to 204 Fourth, between Taylor and Salmon streets. In 1921, the repair shop relocated for the final time, to 209 Fourth, and used extra space to sell fishing and sporting goods.

At its height, Brown's repair shop was one of the largest bicycle shops (not just repair shops) on the West Coast. "Joe's Heavy Service" bicycles were especially popular among the bike messengers in the city, because these were built to withstand more weight than the average bicycle. In 1922, Brown patented a leather toe clip for rubber pedals, which protected the foot from slipping during long rides or hill climbing. By 1925, Brown was a generous sponsor and active participant in the Cycle Trades Field Day celebrations, which were sometimes held at Holladay School. The Depression was particularly difficult for Brown, however, and he lost his shop and most of his money in 1930. In 1932, Multnomah County sold the shop to Brown's business partner, Henry Kissler. Until 1937, Brown was listed as a bicycle repairman, operating out of his own home at 3637 SE Rhine St.