Sombrio Re-Signs The Claw

Jun 25, 2014 at 9:24
by Sombrio Cartel  
Sombrio PR Image 2014

Sombrio, a Freeride Mountain Bike apparel brand, part of SUGOI Performance Apparel, a division of Dorel Industries (TSX: DII.B, DII.A), today announced that Professional Freerider Darren “The Claw” Berrecloth has officially re-joined the Sombrio Cartel roster. Known for creating unique lines other riders can’t even see, Berrecloth is widely regarded as one of the most iconic Freeride mountain bike athletes in the world.

Partnering with athletes who share a passion and drive for the Freeride culture is essential to Sombrio. “We’re very excited to continue our relationship with Darren,” said Sombrio President Kyle Weiner. “Darren epitomizes the Sombrio brand and our BC heritage. Sombrio takes pride in creating really cool and authentic product that other brands wouldn’t even consider. Darren’s riding style mirrors this approach with his relentless determination to descend on places other riders only dream of. You never know when that magical moment, which we refer to as “lightning in a bottle,” will be captured on film. With Darren, it’s probably only a ride away!”

Berrecloth is excited to continue his partnership with Sombrio. “For years Sombrio has been the brand that every company aspires to become. I'm super pumped to have re-signed with the Freeride brand that started way back when. I have been with Sombrio for quite a few years now, and it’s been great to be a part of a local brand that has stayed so true to the core athletes’ needs. Look for great things ahead from us at Sombrio!” says Berrecloth in anticipation of his next chapter alongside Sombrio.

Berrecloth thrives on pushing the limits of what is possible on a mountain bike. With countless podium wins, magazine covers and feature film segments under his belt, Berrecloth continues to travel the globe in pursuit of the next biggest line. Currently, Berrecloth is filming Where the Trail Ends 2. He can also be found competing in the spotlight this season at all FMB World Tour Diamond Series events:

• Crankwrox Les 2 Alpes (FRA) – July 3-6, 2014
• Red bull Joyride (CAN) – August 16, 2014
• Bearclaw Invitational (CAN) – August 23, 2014
• Red Bull District Ride (GER) – September 6, 2014
• Red Bull Rampage (USA) – September 28, 2014

Darren Berrecloth encourages others to push the limits as well with the Bearclaw Invitational, a Diamond Series slopestyle event on the FMB World Tour at Mount Washington on Vancouver Island on August 23, 2014. Sombrio is excited to be a part of this upcoming event.

With roots firmly planted in Freeride, Sombrio is eager to stay at the forefront of mountain biking alongside Berrecloth. Together, Sombrio and Berrecloth will launch a signature “Claw” kit available at retail and online for Spring 2015.

Berrecloth joins a growing team of Sombrio athletes and advocates that keep Sombrio on the pulse of the sport and connected to its roots.

Sombrio PR Image 2014

ABOUT SOMBRIO
Sombrio, takes what it learns in the harsh environment of mountain biking’s toughest testing grounds to create innovative garments that perform both on the trails and in the city streets. With an eye on making both the natural and urban worlds healthier and more vibrant places, Sombrio provides a platform for riders to express their beliefs through something that isn’t just ‘what we wear’, but a movement. To learn more about Sombrio, visit www.sombrio.com.

Sombrio is a part of SUGOI Performance Apparel, a division of Dorel Industries (TSX: DII.B, DII.A). Dorel creates style and excitement in equal measure to safety, quality and value. Dorel’s powerfully branded products include global juvenile brands Safety 1st, Quinny, Maxi-Cosi, Bébé Confort and Tiny Love, complemented by regional brands such as Cosco and Infanti. In Recreational/Leisure, brands include Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI. Dorel has annual sales of US$2.4 billion and employs approximately 6,400 people in facilities located in twenty-five countries worldwide.

ABOUT DARREN BERRECLOTH
Darren kick started his career in mountain biking in the early 2000s, but it was in 2009 that he stole the spotlight with an opening segment in the NWD film ‘Dust and Bones’ and has continued to earn many podium finishes over the years from 1st place at the Adidas Slopestyle Championships in 2009 to 3rd at both the prestigious Red Bull Rampage event and FMB tour overall standings in 2010. Darren continues to thrive on pushing the limits of what is possible on a mountain bike.

Author Info:
SombrioCartel avatar

Member since Dec 2, 2011
28 articles

39 Comments
  • 21 11
 All I really took from this is that sombrio, who I thought was a tiny little independent group of guys that make sweet jerseys are actually owned by a corporation that makes 2.4 BILLION dollars. Brutal how these corporations get their nose in everything.
  • 20 0
 It's not all bad. The big guys have vast resources that become available to companies like Sombrio to help them grow and become more accessible to their markets: Us!
  • 6 4
 Raceface seems to be doing just fine managing itself.
  • 12 1
 raceface makes alot more than clothing
  • 5 10
flag rippersub (Jun 25, 2014 at 9:59) (Below Threshold)
 Exactly. All without any help from the man.
  • 12 1
 i think you should look up at the histories of race face
  • 17 0
 I think you missed the part where that independent group spent all their money on a huge mobile showroom and pump track, got nothing out of it, and had to sell their company to said corporate entity for pennies on the dollar....
  • 6 2
 Born on the north shore, run out of the north shore, went into receivership, now owned by Chris Tutton (as far as I can understand is a CONTRACTOR for easton, not owned by) raceface still operates out of the north shore under their own set of rules and makes shit-hot products too!

m.pinkbike.com/news/Race-Face-The-Canadian-Heritage-Continues.html
  • 6 0
 I was talking about sombrio, not raceface
  • 9 2
 Who are you, a spokesperson for Raceface? Sombrio went bankrupt, if they didn't sell it, there would be no more Sombrio at all.
  • 11 7
 Why does everyone hate large corporations? They probably provide jobs for half the people complaining about them
  • 3 4
 I'm using RF as an example of a company that could have sold out after going bankrupt but chose not to. Sombrio could have done the same.
  • 7 0
 Sombrio ran itself out of business, their story should be taken as an Aesop about listening to consultants in sharp suits who don't have anything to with the actual industry you are involved in. As for Dorel absorbing small companies like a sort of cycling Shogoth, they get a free pass since pretty much every company they've taken over has either been bust or on the brink of bust. They aren't so much the hostile take overs kings as a bunch of corporate firemen with a net waiting for whichever small guy throws himself of a cliff next.
  • 3 0
 wow Dorel Corp is big business

I thought Giant was big, and they are doing $1.2 billion a year, but Dorel is twice that take....


@Fix-the-Spade

this seems to be the new business, As you know here in the UK we have Sports Direct. Mike Astley has made a fortune out of buying up bankrupt brands and shifting their manufacturing base to his client factories and then selling the goods direct from factory to his stores. he is now Nike's largest single Global customer and has Nike OE shoes made to pricepoint for his business.

He has done extremely well during the recent recession as people want affordable branded goods - last pair of Nike ACG GTX Air (gore tex hiking boots) I bought from Sports Direct were £60, nearest aftermarket product from Nike itself was around £130. He has recently taken HMV's old lease on Oxford Street, and opened a mammoth store

He also owns Lonsdale (boxing), Karrimor (outdoor), Kangol, Firetrap, Mackenzie (casual) and many, many other brands...smart guy Wink
  • 1 0
 Then how do you explain Newcastle United??
  • 4 0
 @shakeyakey

Well there's businesses and then there's football which makes no sense....
  • 4 0
 @robaussie99... I'm glad your up to speed on all your RF info... You don't really know a lot about Sombrio. There was a tender put out in the local paper here for the company. Anyone could have bought it, no one did. Once they were in receivership Dorel made there move.... Pretty common, a lot of bike shops that go under that resurface are purchased this way so the new owner can get a lot of inventory for dirt cheap.
  • 1 1
 I understand how receiverships and takeovers work. My initial post was purely surprise at what I thought was a very small Canadian company (similar to early days RF, chromag, etc) is actually part of something much much bigger now. It's a shame to see that it didn't work out for these guys at a local level.
  • 2 0
 I could be wrong, but I believe the reason the big purchaser's wait until the company is in receivership before buying it is to cancel the debts to the original company's creditors. This means a lot of business's who were owed money by the now bankrupt company get screwed.
  • 2 0
 isn't race face owned by Easton now?
  • 1 0
 The owners/employees of Sombrio probably have mortgages, tuitions, food, and other living expenses that couldn't be put on the back burner. Nothing wrong with a big corp soaking them up.
  • 1 0
 I hope youre right. Sometimes they just use the marketing image of a small and creative brand to pump out tons of weak run-of-thr-mill junk. Time will tell.
  • 1 0
 Hmmm maybe now on its 2nd go round. But imagine the possibilities if it had multi millions backing every aspect of race face (marketing, development etc)...
  • 7 0
 WHERE THE TRAIL END 2 ??? f*ck YEAH
  • 2 0
 fun fact, Sombrio is a part of Sugoi. we all know that by now, but furthermore the company that owns Sugoi also owns other Bicycle related companies. this includes Schwinn, Guru, Mongoose, Cannondale and yes, GT. and they also own other companies outside of sports and recreation. ATRA, COSCO, and Mothers Choice just to name a few.
  • 4 0
 Bearclaw stole the spotlight way before 2009...Unchained 2005 w/Megadeth slayin log rides on a single crown!!!
  • 3 2
 All I know is my Sombrio shoes from 4 years ago are in better shape than the pair from last fall... not sure if the change has anything to do with it. Anyone else notice quality drop off?
  • 4 0
 Sombrio only got bought out in January of this year.
  • 1 0
 Guess they must just be a dud pair?
  • 3 0
 At first I wasn't sure it this was re-sign or resign.
  • 1 0
 Where the Trail Ends 2.See U in Turpan and Tibet again!
  • 1 0
 We guys go to Turpan twice a year and ride the trails U'v found,at the same time we find some new trails U never ride before.A good news is we are trying to build a Mountain Bike Park in Gobi Desert. And my freeriding mountain biking film Gobi Desert is ready to make.The premiere on May 5th,2020 is free on PB.
  • 1 0
 I wish my super cycle had race face components
  • 1 0
 Dorel = Big Business. Not good for MTB
  • 3 2
 tl:dr
  • 2 4
 I've got myself exactly I picture like that on Green Monsters, Whistler =D

It is doable after just 1 summer of MTB experience
  • 1 0
 Yes, but what you can't see is that manualing down that on his nose...
  • 1 1
 Thought Dave Watson owned Sombrio?? Obviously not.
  • 1 0
 Of course they do !







Copyright © 2000 - 2024. Pinkbike.com. All rights reserved.
dv65 0.026890
Mobile Version of Website