We make our clothes for those who know exactly where they stand, regardless of what people think.

The belief in yourself to do something like ride BMX, or dig trails - even if you might be the only one in your town doing it.

Backbone builds character.

The strength in your convictions may become the guiding light to others - to form a Backbone of the community.

Whether you are a professional rider, or the working class, every day rider, you are a part of this world.

You are contributing to the culture.

It's not about how good you are and what you have - it's about finding what you cherish and getting in the dirt if you want to hold onto it.

Backbone - Always Building.