GroundEffect.co.nz
Title
Ground Effect - mountain bike clothing
Description
Ground Effect was conceived in the early nineties – the precise moment somewhat lost in a fug of Guinness, the preferred creative catalyst at that time. It was founded amidst varying degrees of frustration with our salaried lives. Like many, we aspired to create a work environment that better matched our own values. Mountain biking and cycle touring had long been our collective passions, so of all the business ideas we brainstormed it was perhaps inevitable that cycling would sneak into the mix.
We saw an opportunity to make cycling and cycle clothing less serious – more fun, like surfing with big baggy shorts 'n' all. Think back to last century. Mountain biking was well-established with a huge following, but no identity. Clothing options were limited to roady-strip or ‘polypro’ outdoor clobber. Our premise was to create cycle clothes from technical fabrics, that weren't necessarily shiny or body hugging, nor made you look like a mobile billboard… and didn't cost an arm and both legs. A novel concept back in 1994.
Direct selling appealed to us. At a personal level we liked the idea of quenching our needs without the drama of 'going shopping'. We rationalised that as a customer nothing could beat dealing with the people who actually design and make the gear you're buying: the good oil comes straight from the horse; your feedback goes back directly to the designer; and prices are sharper with no additional links in the chain. You'd get a lot of bang for your buck with top shelf quality at real world prices.
