Over a decade ago, the bike industry’s slow uphill grind to better graphic apparel options turned riders into unwilling billboards and unfortunate cartoon characterisations. In 2005, fed up with an uninspired selection of choices for technical gear, we set out to change the face of cycling apparel and the predictable regurgitation of last year’s predictable regurgitation. Sparking a revolution that is in full-swing today, we continue to lead the charge and create products that are on-trend yet classically influenced. Fueled by fashion and inspired by cycling, the gear we pull on and the bikes we ride continue to be a statement of our style, identity and self. Our belief is, if you’re going to make a statement, make sure it shows that you give a damn.