Why are we doing this?
Somewhere along the way, the big brands lost sight of the ride. Nowadays, it kind of feels like all the small brands and corner bike shops have been swallowed up by large corporate conglomerates. They got caught up in the corporate grind, prioritized private equity over passion, returns over riders, and the copy-paste culture that turned the once-wild world of cycling into a sea of sameness (and lameness)…another year of $10K copy/paste bikes, another season of “new” earth tone kits, another overpriced jersey with an oversized logo just for the ‘gram. If that’s your thing, I’m not here to knock it. But me? I’m after something different.
We’re here for the rebels, the renegades, the wild ones, the mischief makers—the modern-day cowboys.
We are here to bring back the untamed spirit, that rebellious joy that used to define the ride.
What I’m setting out to do is not novel, not earth-shattering, and definitely won’t make the cover of any magazine but, I’m still going to try my damnedest. The lay of the land is tough…the clothing industry is complicated, competitors are deeply entrenched, and the margins are on a razor’s edge…all that in an industry that seems to be barely hanging on these days.
There’s a really good chance that this won’t work. But, I’m pushing all my chips in. I’m betting what little I have in my 401k on this one.
Foolish? Hell yes…but, if you don’t bet on yourself, who will?
This is not just a passion project, I want to build something that lasts…something that makes a dent. At the very least, I want to put a smile on someone’s face. I want to do this with you. There’s going to be ups and downs, over some pretty gnarly terrain but, it will be worth it. So, want to join me on this ride together?
