Built Around
Riding Bikes.

The roots go back nearly two decades.

Cheap bikes. Welsh hillsides. Wet winters. Dusty summers. Bike park laps, steep natural tracks, freshly dug trails and more hours spent in the woods than we could ever count.

Mountain biking has changed a lot in that time.

The reason we ride hasn't.

Where It Started

The idea for LOAM CO started taking shape in 2025.

There had been another MTB clothing project before it: Underdogs Cult, which grew into a community of riders, friends and people who genuinely cared about the scene.

When that chapter ended, the idea of building something new never really went away.

LOAM CO became that next chapter.

It started from a spare room in the Golden Valley, South Wales, with a name, a handful of designs and a pretty simple idea:

Make clothing we actually want to wear, then build the riding kit we actually want to ride in.

The STP Tee and Trail Can Tee were the first LOAM CO products.

We're only just getting started.

It's About More Than The Bike

We love mountain biking.

But a good ride has never just been about how fast you went down a hill.

It's meeting your mates in some random car park.

It's digging trails and then immediately trying to destroy the corner you just built.

It's spending an entire day riding while somehow spending just as much time talking nonsense.

It's capturing the occasional questionable phone clip.

It's café stops, shop stops and the post-ride pint.

It's the people.

That's the part of mountain biking LOAM CO is built around.

We're not interested in making the sport feel more serious than it needs to be.

Sometimes riding your bike purely because it's fun is reason enough.

Rake. Ride. Repeat.

We're riders, but we're trail builders too.

We help dig and maintain trails throughout the South Wales valleys, surrounded by some of the best terrain you could ask for. Steep natural tracks, bike parks, roots, rocks and, when conditions line up, perfect loam.

There's a reason we called the brand LOAM CO.

Loam is the good stuff.

Soft, loose dirt that lets the bike move underneath you and turns an ordinary corner into one you'll talk about for the rest of the day.

If you ride, you already know.

Clothing For On And Off The Bike

LOAM CO started with lifestyle clothing because we wanted to create mountain bike apparel that didn't need a bike underneath it to make sense.

Stuff you can ride in.

Travel in.

Dig in.

Head to the pub in.

Or just wear because you like it.

As LOAM CO grows, so will the range.

Jerseys, trousers, riding socks, gloves and more are on the way as we build towards a complete range of mountain bike clothing and ride wear.

Quality matters.

We already have years of experience working with manufacturers whose products have lasted season after season, and that's the standard we're carrying into LOAM CO.

We don't want you saving your favourite kit for special occasions.

We want you wearing it until it's absolutely done.

Then getting another one.

Where We're Going

We want LOAM CO to grow far beyond South Wales.

More riding kit.

More riders.

More events.

More trails.

More support for trail builders, young riders and the people putting something back into mountain biking.

But growing doesn't mean forgetting why we started.

We're here to make good products, look after the people buying them and build something riders actually want to be part of.

No corporate nonsense.

No pretending mountain biking is more complicated than it is.

Just good kit, memorable designs and as much time riding bikes as possible.