Fox Racing’s ‘uber cool’ brand, SHIFT MX, announced their new ’18 range last night. But is it cool or did it miss the mark? With Ken Roczen rocking the gear, it’s gotta be cool, right?
Well the TL;DR: Yes, absolutely. Get ready for your wallet to be emptied.
Just about everybody here at DBR Towers considers the SHIFT MX18 range as dope, but you can’t please all the people all the time, with one holdout saying it’s not their thing. But between me and you, that unnamed person is not exactly the target market for the Californian-based brand.
We’ll hopefully be getting our hands on the range soon for a DBR ridden, ragged and rated product review, but for now, we’ll let the images and the press release (below) speak for its self.
SHIFT MX is building strong momentum with their all new MX18 product line-up, offering completely redesigned performance-wear across virtually every category. Aptly named the PURE campaign, the new collection puts a premium on rider benefits, focusing on the critical aspects of performance product and stripping away the excess.
The new range sees a complete redesign of the 3LACK, WHIT3 and RECON product collections, as well as the introduction of new WHIT3 Label MX helmet and boot offerings.
The overhauled 3LACK and WHIT3 Label lines not only use collection-specific materials and technology but also eliminate weighty TPU trims and other superfluous details. The result is less weight and increased benefits across fit, ventilation, and flexibility. The performance driven 3LACK Label line focuses on ventilation and rider movement, while the WHIT3 Label line is crafted to give core riders the essentials in durability and fit at an unbeatable price.
With the introduction of the new WHIT3 Label boot, helmet and goggle, you can now wear SHIFT from head-to-toe without breaking the bank. The WHIT3 Label boot was designed and engineered from the ground up to bring exceptional fit, form, and function. It focuses on premium support and fitment from the ankle down, with just the right amount of protection and durability. In complementary fashion, the WHIT3 Label Helmet sets a new standard for design, fitment, and ventilation.
Focusing on what the brand calls “Serial Simplicity”, the WHIT3 helmet maximizes technology to enhance weight, fit and ventilation at an unbeatable price. Rounding out the collection is the new WHIT3 Label goggle, offering exceptional sight lines through an expanded eye port and keeping premium features like the 45mm strap, triple density foam package, and smoke lens.
“Shift has always come from an authentic and pure place, rooted in the desire to do something different on our terms. For the MX18 collection we distilled this design approach even further and carried it through the entire line,” states SHIFT’s Business Unit Director, Jayson Wickenkamp. “The goal was not to just make great products, but to make products that keep the riding experience pure through simplistic innovations and great design.”