We could say this idea was born out of a family need for better fitting and performing footwear for aggressive riding- and that would be true. But that’s not the whole story- or even if it were, we’d make up something more exciting. So, what began as a search for a solution to a minor family dilemma quickly evolved into something much, much bigger…
We are riders; always have been. Bound by our love of dirt and speed, we sought out careers in action sports and outdoors to stay close to that sought after dream of riding every day. Collectively advancing to an array of successful roles among some big companies, we pretty much saw it all. But those achievements came at a cost, always on their terms, their rules, and their ownership. The creators and dreamers within us weren’t satisfied, longing for a sense of belonging and a desire for new solutions. Outcasts within our own environment, that resilience and experience got us a concept.
As athletes, only our dreams dictate our limits- the old risk/reward paradigm. During a night on the town over tacos, soda pop and talk of kids shoes, (or was that lunch?) it became clear we had to take that risk.
We set out to achieve one goal: the uncompromising ride. Several years of concept design, retailer roundtables, and lack of sleep came to fruition in fall 2018 with the launch of the first mountain bike specific footwear company to offer a complete range of technically driven and tailored product for men, women and youth.
Nestled in the mountains of Lake Tahoe, minutes from the mouth of the beautiful Truckee River, our backyard is a proven testing ground of technical terrain. Our mission: to build the most comfortable, durable and reliable mountain bike footwear. Rider-designed. Rider-owned.
More than that, we’re creating a home for athletes who lay it on the line. We back up our product not only with a guarantee, but a team of factory pros and every day riders who live for that uncompromising ride.