We're a team of creative designers and engineers who refuse to conform to anyone or anything. What binds us together is the same passion and ferociousness to smash the mould, challenge the status quo, and revolutionise the way we think about lights and locks. Being out there every day smashing the main roads and rolling softly through the back country and being attuned to global sub-cultures is where we find our inspiration. It's what drives us to consistently deliver fresh and innovative products that enable riders, walkers and urban adventurers around the world to discover their own sense of freedom, have fun, and live in the moment.

It's like great sex: passion, experimentation, fearlessness, hard work, spontaneity and humour make an exceptional product and ultimately a great brand. We've always been pretty certain that when we launch well-designed products we can make an impact with the product design alone, but what we've learnt is that design makes up only about 10-20% of what it is to run a successful brand. The other 80-90% are equally important: marketing/sales, logistics, shipping, public relations, advertising, point of sale, quality assurance and consumer service.