Values

We think it is important that all our decisions are based on what is important to us, not just when riding but when working out how to move Shred forward.

Fun – if you’re not enjoying yourself then you are not learning, so if we are riding, designing, selling or mucking about with pals, it is all about having fun.

Quirkiness – if we wanted to do everything like adults then we wouldn’t come up with anything new. We see things through new eyes and try new ways of doing stuff just because we can.

Sportsmanship – selfishness and winning at any cost is not what we are about. People who wear Shred are about looking out for others and winning because they worked harder and have a great run. Winning well is just as important as being able to handle defeat.

Push yourself – everything we do is about trying new things and seeing how much better we can be.

Determination – not giving up, getting back on the bike or board to try again until you master it. Just keep going and focus on the goal you want, an awesome ride, a first place or a better stunt.