All of us had been commuting to work for a number of years already and we saw the commuting boom take off with the London Cycle Superhighways. At the start, we used whatever bags and luggage we had. Over time, as we began to identify ourselves proudly as cycle commuters, we started to look for cycling specific gear for our commutes.

We found that cycling commuting gear was dominated by a few companies that had its labels on the high street. Don’t get us wrong, we thought their products were very good and commuters were in general well served. However, we felt that these companies, due to their domination, didn’t particularly evolve/improve their products over time (they didn’t need to). Nor do they try to connect with the cycling commuter community, reach out to them, and to serve them better.

We thought it would be worthwhile to create a company dedicated to the cycling commuting community, and to evolve with the community and its needs over time.

Our logo is based on a geometric pattern that speaks to us in three ways:

1) A city map like effect, representing our community commuting or just riding bikes in cities around the world. The shapes also remind us of our our city skyline.
2) Mountains, representing us experiencing nature and challenging ourselves on our weekends and days off
3) Reflectives colour schemes of yellow, silver and teal, representing our emphasis on visibility in the dark