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Ground Effect

Owner

snowboardermale

Website

www.groundeffect.co.nz/index.htm

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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.

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