DFYRS, pronounced de-fy-ers, stands for "Don't Forget Your Roots Series", a rider-owned MTB outfit from the UK.

Mountain biking is more than just a sport. It is an art form, a creative outlet and a way to express yourself. It is about pushing limits, doing things your own way and having a good time while you are at it. At DFYRS, we believe your kit should reflect that.

That is why we are hellbent on creating high-performance trailwear that goes bigger, better and harder. Bold graphic artwork, streetwear-inspired fits and technical fabrics come together to make kit that looks as good off the bike as it performs on it. Casual until you drop in.

But DFYRS has always been about more than making kit. We want to build a community, not just a customer base. That means offering first-class service, a discounted Crash Replacement policy for when things go wrong, and involving the people who ride in our kit in the product design process. Our products are shaped not only by riders like us, but by the wider riding community around us.

At DFYRS, it is More Than Material. It is about keeping that creative mindset alive, staying true to the roots of the sport, and inspiring people to get out there, push their limits and express themselves through creative two-wheeled tomfoolery.