We got tired of
bad cycling gear.

So we went to the factories that make it, cut out everyone in between, and started selling it ourselves. Based in the Netherlands. Built for the way Europeans actually ride.

Why we exist

Most people in the Netherlands cycle without a helmet. Not because they don't care, but because the gear on offer is either ugly, overpriced, or both. The €200 aero helmet that lives on a shelf. The cheap lights that last a month. We've all been there.

We believe cycling safety gear should be something you want to wear, not something you feel pressured into. Developed to actually protect you, priced at what it costs to make, and designed to look good on the ride. Not a compromise. Not a lecture. Just the right thing to have on your bike.

For your safety.

How we work

We make a focused range of products. We ride them ourselves on real commutes, in real Dutch weather. We go direct to the factories, relationships we've built over ten years of working in cycling, mobility, and hardware. No middlemen. No inflated margins. No gear that looks the part but falls apart.

When something needs improving, we improve it. When something isn't good enough, we don't sell it.

E-bikes & cargo · Helmets & protection · Locks & security · Lights & visibility · IoT & telematics · Custom packaging · Apparel & accessories

The team

Tim Grootjans

CEO · Netherlands
Your point of contact for everything from trade accounts to product questions.

Yang Yang

Manufacturing · Shanghai
Factory relationships, production management, and on-site quality control.

Solofelang Mosoang

Africa Market · Johannesburg
African market development, distributor partnerships, and public-sector programs.

Jennifer-Rose Aronson

US Partnerships · Los Angeles
North American business development, retail partnerships, and fleet programs.

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Gear that protects you should also be gear you want to wear.

Sustainability

Everything ships in uncoated kraft cardboard — no plastic, no foam, no waste. Moulded paper pulp inserts. FSC-certified materials throughout. Two-colour print only. Every box is designed to be recycled or composted. Not as a marketing point — because it's the right way to make things.

We got tired of bad cycling gear.