It started in Belgium.

I was on vacation, deep in the heartland of professional cycling, surrounded by cobblestones, flemish farmhouses, and modern art. Somewhere between a Belgian beer and a conversation about the great European races, I decided I was going to build a cycling brand.

I'm a graphic designer by trade, and I wanted to create kit that paid homage to the classics — clean lines, bold stripes, timeless patterns — but grounded in California. Specifically, in the light. If you've spent time in the Central Valley and the Sierra Nevada, you know how the light changes here. That's where the colorways come from.

SEKI is named after Sequoia and Kings Canyon National Park, our backyard. I'm based in Fresno, halfway between SEKI and Yosemite, and these roads — road and gravel, flats and climbs, and full sun — are where every design gets tested and refined.

The fabrics and chamois are sourced from Italy, where the best cycling textile mills in the world operate. Our garments are manufactured in China by people who specialize in this industry. I’m deliberate about materials and construction because the kit has to perform as well as it looks.