It all started in London in 2008, where two brothers were commuting to their corporate jobs. It was during their daily commutes by bike that they realised the limitations of the products they and fellow commuters were using. They identified a gap in the market to provide highly innovative, light-emitting and reflective cycling products.
It took a lot of time and research to identify and engage the correct manufacturers but the founders had a desire to push innovation and product development in a niche area where they believed it was missing. The brothers set about building a brand that would address this need, synonymous with innovation, performance and being highly effective. There was an opportunity to disrupt a market which was uninspired and most importantly, the desire was to create products that customers loved and that made a difference in their lives. Following positive feedback from independent testers and retailers the products were soon put in to manufacturing and the first distribution deal was agreed.
