There's Only One Curb Web Edit....

Fresh Blood rider, Mike Mahowald, recently uploaded his latest edit...check it out...

The New Spring/Summer Collection is Live!

The new deity Softgoods Spring/Summer line is available and features our new range of shirts, hoodies, and flat bill fitted hats. Wanting to deliver you the best quality gear possible, we have proudly partnered with clothing leader American Apparel to print our artwork to their 2001 model shirts. With unparalleled fit, durability, and breathability, the 2001 shirt offers a slim lightweight cut that has become an industry standard and excels in every aspect that Hanes etc. fall short at.

With the introduction of a few colors outside of the black spectrum, you will find a variety of styles suited to people who gravitate to our bold tastes or simply want to represent without drawing too many eyes. From our Inspiration Series tribute to deity blood Taylor Sage, to our love of classic 50's exploitation advertising, to out new Icon logo, and more...the line up offers depth, quality, and a focus on fit and finish.

Joining the expanding shirt line is the new Icon 3D Flat Bill Hat that features our Icon logo that is embroidered in a 3D format on a FlexFit 210 Fitted hat. The quality of this hat is hard to put into words without seeing it in person and has quickly become one of our favorite pieces in our wardrobe. 

The new lightweight and fitted deity Bike Co. Full Zip Hoody is an excellent addition to the deity collection by offering a weight that is best suited in Spring and Summer evenings and a quality that is impossible to beat. With contrast white drawcords, impact white zipper, and simple artwork...the deity Bike Co. Full Zip is elegant, refined, and will keep you from getting hung up on your bike during trail sessions.

Hit up your local stocking deity dealer or visit our store and pick up some deity style for this season!

Nick Brandreth's New Site is Live....

East Coast photographer, Nick Brandreth, just launched his new site. So, if you like to see some quality images...visit it now.

Keep Tabs On Phenom Cierra Smith!

Make sure to hit up Cierra Smith's web site to keep tabs on her season and what she is up to....

Sea Otter Pink Bike Coverage Continues...

As many of you know, we only showcased our new frames at this years Sea Otter and the response was incredible. With every major media site and publication covering them, Pink Bike came Saturday and did a quick vid on both frames. The audio is rough from the wind, so adjust your volume as needed....

Clint Chandler: A True Talent is Down!

To say we were shocked to hear this morning about Clint Chandler breaking his back at the Mega Trails in Woodward...is an understatement. A phenomenal talent behind a shovel, a long time supporter of deity, and one of the newest additions to our pro crew, Clint has been deity blood longer than we even realize. He has always flown our flag, dug with the most legit crew in the world, and is the first to throw down the biggest lines. Now, Clint is in a hospital with a broken back after overshooting the largest jump at Woodward and landing from 30+ feet in the air to flat. This could have been even more tragic, so we are all thankful that Clint is like a rock and was able to withstand such a massive impact to the degree he did. 

Our thoughts are with Clint, his family, crew, and the trails that will definitely be missing him while he is down. Keep him in your thoughts and prayers!

Passion is Not Just Defined by 2 Wheels

When the day is good, the day is hectic, business is stressful, you feel relaxed, you are inspired, you have hit a wall...playing the drums is probably one of the best things this world can offer. At least to us...

Messer Chups "Bermuda 66" on I Tunes....

More Sea Otter Coverage...from Germany

Thomas from MTB-News in Germany came by our spot at Sea Otter to cover the new deity Cryptkeeper and Streetsweeper. We had two builds that were outfitted with a sampling of our upcoming 2012 line and to say they drew attention...would be an understatement.

We will post detailed images of each build soon, but until then...enjoy the shots from Thomas and make sure to visit their site... 

Sicklines Covers the deity Cryptkeeper....

Sicklines stopped by at the Sea Otter Classic to feature our new Cryptkeeper. We had a complete build to show everyone alongside all of the frame colors and the response all week was beyond incredible. We have a feeling people will be selling their current DJ bikes to pick up the Cryptkeeper...which, is a good call on their end.

Huge thanks to Rock Shox and Sun/Ringle for outfitting both builds with the Sun/Ringle ADD Lite wheelset, Rock Shox Reba forks, and Avid XO brakes.  We could not have chosen better equipment and were honored to have those brands involved!

Check out the Sicklines vid and stay tuned for a ton more coverage from the event... 

Cierra Smith 4th in Pro Womens DH!

Huge congratulations to Cierra who was 4th against a stacked field in the women's Pro DH race at Sea Otter!!

Sea Otter Day 1: The Coverage Begins....

Spomer from Vital MTB stopped by first thing in the morning and got a few pics of some of the products we brought to Sea Otter. Hit up their site to check it all out!

The Post Office Jump Jam....

The Santa Cruz Bicycle Festival went down at the famous Post Office trails and fortunately, Justin Brantley captured the day on video. Watch our own Cob riding his deity Cryptkeeper with perfect style...

Coming Soon: The Spring/Summer Line

We are currently doing inventory of our new Spring/Summer softgoods collection that we will be releasing next week and the collection is looking incredible. From moving all of our shirts to a high quality American Apparel tee, our new thin fitted zip up hoody, and our new Icon Flat Bill hats...there is something for everyone. To wet your appetites, here are a few pics of the new deity Icon 3D Flat Bill and stay tuned for pics of the full new line next week!

Pass The Bucket With Stephen Murray...

When the small things seem to weigh you down...sometimes you need to really look at the big picture and be grateful for the things we all seem to take for granted...

Preview: The deity Pivotal Collection

Choices...choices...choices... The deity Pivotal and Slider Series Coming This Summer! Stay tuned.

The Cierra Smith Interview....

Ian Hylands just uploaded a recent interview and feature he did on our own Cierra Smith! We have met a ton of amazing people in this industry and Cierra is no exception. Having her part of our pro crew was an easy decision and we look forward to making her a critical part of our company throughout the following years. She is not only talented on two wheels, but she is an incredibly intelligent, passionate, well spoken, charismatic woman who carries herself with more poise than most people twice her age. 

Keep an eye on her as she is going to be the future of the womens DH scene....

What we are listening to....

Today we proof our final drafts of our new Pivotal and Slider line of seats which will go into production this week. What better soundtrack to celebrate to than classic Danzig...

Dustin Gilding Update: Down But Not Out

The last few weeks have been mostly awesome, but also frustrating at some points for me. I picked up my new TR250 from Transition, which was one of the highlights for sure. I’ve got the chance to ride it a bit at my house and so far I’m really impressed and can’t wait to rip up some races this season aboard it. A shipment of Deity parts from Eric and Sadie to completely deck it out is on the way, so look out for a mini bike-check once I get it all mounted, it’s going to be an amazing rig!

This past weekend I headed up to Kelowna with Bryce Piwek for Harrison Mendel’s belated Birthday Jam at his house, and true to what is becoming a recurring theme of Kelowna trips, it was one of the single best days of riding I’ve had in a long time. We got up Saturday morning after staying the night at the “home” of Dustin Greenall, Matt Gretzinger, Tyler Clifford and others, and after stopping at A&W for some breakfast, headed up to Dreamland for a couple quick warm-up laps on the infamous stepup. 

We then missioned over to Harry’s to begin riding at the Jam. Harry’s house is one of my favourite places to ride, which I’m quite positive is a view I share with many other riders who’ve left the ground on his awesome set.