Protect the irreplaceable!

Maximum impact on rider performance, minimum impact on the planet. Riding bikes connects with nature. We are acutely aware and ‘tuned in’ to its beauty and vulnerability. If we ride it, we must respect and protect it. In very much the same way that surfers connect with seas and oceans, we feel a deep connection to the land.

Empowerment to the people!

In today’s world, performance on the bike is not all about winning a race — it’s about winning your race. Bikes are amazing tools. They offer solutions for life’s challenges. They are coping mechanisms and motivators for change. ‘Going beyond’ on the bike builds confidence and self-esteem. Bikes empower people and contribute to happiness and well-being.

Anyone who makes things is part of the world’s impact problem. As makers, it is our responsibility to minimise our impact. 

Make responsibly

Offer more, to sell more is not our way. We focus on making ‘necessary’ products to avoid unnecessary waste. We carefully monitor our production to balance supply, demand and excess. We want to grow, but we want to do it responsibly! 

Make the best

Shortcuts cut short a product’s life expectancy. The best-made products last the longest. We use premium, minimum-impact fabrics and components throughout our entire collection. We combine these high performers with the best construction techniques to ensure they remain in play for seasons to come. Longevity doesn’t just come from how a product is made. A great fit and a distinctive, timeless graphic language contribute to our products being ‘loved for longer’.

Make it versatile

Doing more with less. We create versatile performance apparel for mixed-terrain racing and riding. That’s good for you and our planet.