A NEW KIND OF OUTDOOR ADVENTURE BRAND

Giro comes from a unique place. Santa Cruz, California’s location—at the intersection of surf and mountains—attracts people of an independent mindset: outdoors people; iconoclasts who set their own priorities, more inclined to put human values ahead of corporate interests.

Counter intuitively, it turns out that Santa Cruz, a place where business shuts down when the surf is up, has proven to be a powerful entrepreneurial incubator.