Vision
I started this company because, after years of designing cycling footwear, I discovered some major gaps in the cycling industry I care deeply about. First, the cycling industry only targets a specific consumer; the experienced rider. This leaves a gap for new-to-riding cyclists to adopt the experience. Second, the cycling industry is not as environmentally friendly as we all believe it is as a result of the gear needed to ride.
I have a vision of making cycling shoes to reach any rider's needs, regardless of their degree of experience, out of sustainable materials that are both good for the Earth and for the rider. I want to provide security to new riders as they prepare to clip-in for the first time. I want to stop repackaging already used, harmful materials to turn them into new products. What if we enabled cycling for any one who had interest? What if we thought of products with the end in mind? Product demand is increasing, so now is the best time to start thinking of things differently.
Mission
Our mission is to capture a market that isn’t being served and do it in a sustainable way. Currently, cycling brands are all targeting the same customer and all doing the same things with their own twist on design and product features. I want to turn that upside down and provide the cycling industry with something truly unique and good for cyclists and the environment.
About
I’ve been fortunate in my life to advance two of my greatest passions. I’ve been an industrial designer since I was a little kid, and I found my love for cycling at the age of four. I have had the privilege to design cycling shoes at Specialized for many years and helped Rapha design it's first road shoe. Sustainability is a passion that took time, education, awareness, and heart. My passion for sustainability came when I became aware of my own impact on the earth. This passion grew to a belief that it is our innate human responsibility to design products with the wellbeing of our future in mind.
I have taken the bold leap to step up and do my part to propel how products are fundamentally designed with the goal of complete sustainability, and I’m beginning with one of my greatest passions - cycling.
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I am designing the world’s first fully sustainable, well performing, beautifully designed cycling shoe. A shoe that can be attainable for any rider, because we all deserve to practice our passions and we all are responsible for what we put into this earth.