About
Better Business
Function First
We focus on creating products that drive the sport forward and our purpose-driven designs are inspired by a user-first mind-set and a ‘less is more’ design philosophy. Function dictates the design process and each sketch and prototype we make needs to provide a solution for the unforgiving environments and conditions in which cyclists use them. We won’t make concessions for fashion and don’t release ‘seasons’, focusing instead on evergreen designs and continuous incremental improvement.
Honest Business Practices
We won’t settle for the bare minimum and believe in holding ourselves to higher standards, promoting transparency and accountability across our business practices and supply chain. We believe in paying fair wages and good corporate fiscal citizenship in every country in which we operate. This is why we are advocating for systematic change through initiatives like the Better Business Act, B Corp Certification and encouraging responsible consumption.
Environmental Stewardship
As an outdoor brand making products to help cyclists experience the world, we’re conscious of our impact on the planet. We’re committed to using responsible, high-quality materials, technologies and production solutions in the construction of our products, with a focus on longevity and durability. We champion considered purchases and our products are Built to Last, so you only have to buy once. You can read more about our approach on Shift Cycling Culture.
Community Builders
We recognise our impact on wider society in everything we do, from our employment practices and the way we run our business to supporting and representing a diverse landscape of riders from around the world. We are committed to making our sport more accessible and inclusive by creating, sharing and amplifying resources and initiatives that educate, inspire and enable cyclists the world over.
World Class Service
We believe products should be available when you need them, with no production delays or wait lists to delay your trip. We carefully manage stock levels and offer fast, global delivery so you never have to wait. Our support team, sizing guide and wealth of ‘how-to’ guides and kit lists are designed to make sure you know exactly what will fit your bike and what to carry, so you can concentrate on the adventure, not the packing.