About us

Protect the irreplaceable — make responsibly!
Maximum impact on rider performance, minimum impact on the world we love to ride. Anyone who rides a bike knows of the deep connection between riding and nature. After all what is a bike without natures challenge and its beautiful view? As riders we see it as our duty to do all we can to reduce the harm, protect the irreplaceable and make a positive difference. We are as passionate about ‘how we make’ as we are ‘what we make’.

Empowerment to the people — win your own race!
Performance is not just about winning a race — it’s about winning your race. Traditionally performance orientated cycling has been all about racing others to the finish line. However in today’s world it plays another important role — a tool to nurture self empowerment. Going beyond builds self esteem and confidence. It helps people cope with personal challenges and the demands of modern living. Performance is more than the a win — it contributes to happiness, positivity and to a life well lived.

Gender neutral — the same but different! Performance is genderless!
Our gender inclusive design philosophy is focussed on designing and making performance kit for riders. Where necessary we design specific male and female variations to ensure each product meets the needs and anatomical differences of both male and female athletes. We believe the best way to break down barriers of inequality is to treat everyone the same.

Indie brand — we do because we can!
As a truly independent cycling brand we have total autonomy. Our only shareholder is planet earth. Our primary objective is to make the best performance kit we can in the most responsible way. With no other shareholders, we determine what’s our priority and how we achieve these goals. You won’t find us on the high street and we don’t sell through other online shops. This allows us to connect directly with you, and gives you the opportunity to tell us how our products perform.