drawing the roots of mountain bike culture.
the doctrines of dirt, devotion to dig, peak ascents, hunt for loam, broken boundaries, blood sacrificed and post ride revelry.
these ride rituals inspire us.
Riding a fresh ribbon of loam with the Autumn sun breaking through the fog… when peak riding and conditions come together, there’s nothing quite like the flow it provides.
Our latest design takes some inspiration from Surf Culture and merges the elements of a perfect shore day together. we hope it gets you stoked to get out there and seek your next perfect dirt wave.
shore vibes
we’re proud to present this collaboration with “ride to resilience” - a powerful documentary film by geoff livingston, featuring north shore free rider AND FIREFIGHTER STEVE VANDERHOEK.
WHEN WE WERE APPROACHED TO CREATE A CUSTOM PIECE OF ART TO REPRESENT THE FILM, WE THOUGHT THE PERFECT SYMBOL FOR IT’S MESSAGE OF GROWTH THROUGH STRUGGLE AND REBIRTH WOULD BE THE rising PHOENIX. THE FIRE is FUELED BY TOOLS STEVE USED TO BUILD HIS FREERIDE VISION on his journey through his hardest moments.
WE HOPE THIS IMAGE AND OUR MERCH INSPIRES YOU ON YOUR OWN MISSION.
“WHOSE BACK DO YOU HAVE?”
ride to resilience x ride ritual
honey badger
we’ve collaborated with the legendary north shore builder to pay tribute to his work. All proceeds from our honey badger merch go to supporting the continued building and maintenance of many of the shore’s best trails…
winter Rites
Trail building under cover of darkness, dank forests, storms that bring destruction and grim rides into the harsh elements.
Like Winter, the Owl is a symbol of darkness and death, but also of the wisdom that comes from a journey into the abyss.
shore gods
The Guardian
Keeper of Secrets, lord of the crux.
The Watcher
remains of fallen giants. these decaying monoliths have stood silent witness to mountain bike history.
THE CODE
iconography of mtb culture
an ethos evolved from renegade two-wheeled thrill seekers blazing trails for generations to follow.
trail gnomies
trails don’t build themselves. inspired by the hard working gnomes out there building and maintaining trails for the love of it.
LUCKY Ritual
a westcoast tradition…
merch
