MORE THAN MATERIAL

WHAT DOES DFYRS STAND FOR?

DFYRS (pronounced de-fy-ers) stands for "Don't Forget Your Roots Series"—a rider-owned MTB outfit from the UK, embodying the expressive roots of mountain biking. From its origins to its core, mountain biking is more than just a sport—it’s an art form, a way to express yourself. It’s about creativity, pushing limits, and making a statement. At DFYRS, we believe your kit should match that passion for self-expression.

That’s why we’re hellbent on crafting high-performance trailwear that goes bigger, better, and harder. Combining bold graphic artwork, streetwear-inspired fits, and cutting-edge fabrics, the range is to reflect the individuality of every rider. We offer a range of styles to let you showcase who you are on the trail, no matter how you ride.

But our mission goes beyond making kit. We’re here to build a community, not just acquire customers. That’s why we offer top-notch service, a discounted crash replacement policy for when things go wrong, and we actively involve our followers in the product design process, ensuring our kit is shaped not only by riders like us but by our entire riding community.

At DFYRS, it’s more than just the material—it’s about keeping the creative mindset alive, staying true to the roots of the sport, and inspiring everyone to get out there, push their limits, and express themselves through creative 2-wheeled tomfoolery.