DEITY: Sanctuary Featuring Emma Olofsson

We started DEITY in 2004 to give riders a home with a brand that actually understands them, sticks by them for the long haul, and can identify with them. We are misfits in this industry and proud of it. We march to our own beat, our compass is different than other people, and we have always known that some people will get itand some people will not. From the minute we saw Emma Olofsson on a bike we knew that her DNA fits who we are fearless to be herself, dedicated to do things her own way, and unapologetic in who she is. In an industry that is currently cannibalizing itself, has overextended its capability, is owned by investors, and is now discounting every aspect of what made it once great it is terrible to see that the riders, photographers, and filmers are the first on the chopping block. Why Investors and companies cannot see how critical these foundational pillars are to them and to the scene so when a penny must be savedit comes at the cost of the people. It is the riders