DMR has done what only a handful of brands have managed – completed a 30-year tenure, earning it a spot as one of the UK’s stalwarts. Starting life producing a simple chain tensioner, DMR has expanded from mountain biking’s BMX roots, becoming a must-have brand for budding dirt jumpers throughout the 90s. Now, having earned its legendary status, DMR is celebrating its 30 years with a new film, Down For Life.
- Video: Danny MacAskill – Do A Wheelie
- Video: Homegrown – Dylan Stark shreds his favourite spots
- Video: Lego Meets MTB – Mental health matters
Down For Life isn’t just another sick riding edit. Rather, it’s a documentary or a visual journey through the brand’s history. The film starts off at the brand’s very roots, developing and producing its Chain Tugs chain tensioners, through to building acclaimed pedals and creating componentry that wouldn’t break every couple of weeks, solving the issues that plagued bikes of yore.
DMRs film describes how the brand became one of the most influential companies in mountain biking’s history through its sturdy components, but also through its unique team dynamic that supported (and still supports) riders like Brendan Fairclough, Olly Wilkins, Steve Geall, Tom Isted and many other now huge names in the sport.
Down For Life is a real nostalgia trip that I reckon everyone with even the mildest interest in bikes needs to sit down with. Of course, it outlines the brand’s influence, but additionally, it highlights how far the sport of mountain biking has come with the development of its products and the breakneck speeds of its progression and talent.
