We would rather be worn than advertised

Most outdoor brands talk about community and mean an email list. Ours means something narrower and more useful: the people who actually use this kit have a route into how it gets made, and the ones who are good at it get listened to.

That is partly principle and mostly self-interest. We are a small range. We cannot afford to find out in February that a cuff adjuster is unusable with gloves on.

How it actually works

  • Field testing

    Pre-production samples go out to riders, runners and skiers before anything is signed off, in the conditions the piece is actually for. Not a lab, not a photoshoot. Things that fail in the field do not reach the range.

  • Riders

    A small group of practitioners across our verticals who get product early and are expected to be honest about it — including publicly, including when the answer is that something is not good enough.

  • Everyone else

    You do not need a following to change something. Tell us a pocket is in the wrong place and, if you are right, it moves in the next production run. That has already happened more than once.

    Tell us something 
1 3

Riders programme

Want in?

We work with a small number of people across skiing, trail running, mountain and cycling. We are not looking for reach — we are looking for practitioners with a real niche and an audience that trusts them.

What matters: you actually do the sport, your content is your own, and you will say so when something is not right. What does not matter: follower count. Eight thousand people who care beats forty thousand who scroll.

Send us your profile, your sport, and where you ride or run. If it fits, you get product and a code for your audience. If it does not, we will tell you straight rather than leaving you on read.

Apply