FLASH WROTE YOU A LETTER

You didn't ask, but here's the truth anyway.

Hi you,
Still here? Damn. We must’ve done something right. Or maybe you’re just curious, about us, about Flash, about whatever the hell this thing is.

Either way: WELCOME. This is where we drop the act and tell it straight.

We started Flash because the cycling world was starting to feel like a dress code.
They told us kits had to be clean, minimal, safe.
They told us to shut up, blend in, and let the industry eat us raw.
They said no pink logos, no stupid jokes, and definitely no attitude.
So obviously, we did the opposite.

Flash was born because everything felt off. The looks, the tone, the vibe. None of it was us.
So we made something different. Louder. Unfiltered. Ours.
And now, maybe yours too.

To be honest, Flash wasn’t built to be just a brand. It’s a response.
To boring kits, copy-paste collections, soulless coffee-shop stores, and brands that forgot why people ride in the first place.
We ride because it fixes stuff we didn’t know was broken.
And we pour every drop of that into what we make.

We test fabrics like freaks.
We argue about zippers.
We cry over Pantone shades and obsess over fit like it’s rocket science.
We write punchlines like it’s a damn open mic.
All of it so that when you clip in, it feels like you.

At the end of the day, we only want to do it right.
To move the lines. To stay independent. To keep the quality freakishly high, even if it means we don’t always get it perfect.
But damn, we care. A lot.

We also dream big, very big.
We want real shops that offer a whole damn experience. A place where you can test gear, ride out, hang out, get weird, get loud, cry over a new saddle, laugh over old crashes. A place that feels like home.
We want events. Loud ones. Messy ones. Emotional ones. Weird ones.
We want a whole Flash ecosystem with gear, rides, content, chaos, community and a bunch of stuff we can’t even imagine yet.
We want to work with people we love. People who inspire us. People we maybe inspire back.
We want amateur teams. Elite teams. Pro teams.
We want to end up in Forbes and still not know what we’re doing on a rest day.

We’re trying to build something that lasts.
Not just because we’re passionate.
But because cycling deserves better.
You deserve better.
A safe place. A real voice. A second skin that feels like you, not like someone you’re supposed to pretend to be.

And if you’re here reading this?
You get it.
Maybe you’ve always gotten it.
So let’s shake the tree together.

We feel ourselves getting emotional so before we mess it up just wanted to say:
Thanks for being early.
Thanks for believing.

We’ll make you proud.
Promise.

Xoxo,
Flash