In the beginning we set out to create a line of clothing that did justice to the mountain bike culture and its converging influences, but soon found that not only were hard core mountain bikers embracing the line, but so were people from all aspects of action sports including skating, BMX, surfing, snowboarding, moto and wakeboarding.
We wanted to grow this company organically and let it take on a life of its own; a true rider owned and operated company. After a few solid years of grassroots growth, we always knew we would embrace the other core sports that have meant so much to us growing up, since collectively we have spent decades in the snow, street, surf and stage living it everyday. FORCE THE FUTURE!
"FORCE The FUTURE HONOR The PAST" is our battle cry, the words by which we live and breathe. It simply means to push outside yourself, force what is just below the surface to rise up and claim the future, never give up and never forget who came before you.
