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Our designs combine bike culture with pop culture, exploring themes that run through the cycling world and combine them with the wider influence of sport, art, music, fashion and film to create products that are not only highly technical and performance driven but also visually unique. We're serious about our passion for cycling but importantly don't take ourselves seriously. We believe cycling should be (and is in our view) fun, vibrant, creative and exciting. We're not about suffering. We're not about machismo. We're about good times on two wheels and following your own path.