In the fall of 2010, we established a team of people who knew a thing or two about how to make bikes. We saw an opportunity to form a new company and walk the hard path of starting anew. Once committed, the first step was finding the right name and identity for our fledgling brand. There were about a dozen of us, brainstorming poolside, in the backyard of a Las Vegas rental after Interbike. Our Art Director swung us back to a particularly inspiring quote of Yvon Chouinard, the founder of Patagonia, from the film 180° South: “The hardest thing in the world is to simplify your life. It’s so easy to make it complex. The solution, may be, for a lot of the world’s problems is to turn around and take a forward step.