POC /

The newest addition to the 2pure family, POC is a Swedish company build on a strong mission; ‘to do everything we can to possibly save lives and reduce consequences of accidents for gravity sports athletes by developing and renewing what personal protection is all about.’

POC is represented across helmets, body armor, gloves, clothing and sunglasses. We were drawn to the brand by its clean, minimal design and bright colours; we believe it’s a breath of fresh air to the market. The product itself is just as impressive as the aesthetic. POC works with experts from different fields, such as engineers, material specialists, industrial and graphic designers, neurologists and back specialists. They never compromise in choosing materials or construction and the end result is a line of lightweight, high performance gear that offers the ultimate protection against injury.

Also a big fan of the brand is sponsored rider, Danny MacAskill. He's the quiet, dedicated chap you'll see performing some pretty cool moves on his bike and sporting some pretty cool protection whilst doing so.