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ABOUT

We believe in performance and we support you with the best products.

We learned to Fall Forward

Cycling has taught us the most important thing of all, which is to fall, get back up and improve.

We based Fall Forward, the essence of Alive, on this concept.
We embrace challenges and failures, always looking onward and learning from every climb.

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

FALL FORWARD 

A skill named
Mattia Viel

We designed our products thanks to the expertise of former road pro cyclist and current gravel athlete Mattia Viel.

Years of experience in professional competitions, field-testing the different materials and jerseys that work best, have given him the knowledge to choose cycling apparel capable of giving your performance a boost.

Wear the performance

We chased innovation and selected the materials that can raise the bar in both road and gravel cycling apparel.

Stylish design, the most advanced technical fabrics and the high quality of Made in Italy: that’s what we’ve combined into a line that is affordable but ready to make the difference in your performance.

Are you coming along?

Our mission is to attract those who live the sport as we do and listening to the feedback of our community to design better and better products.

Doing what we love as we grow together, one race after another: after all, that’s what it means to be Alive.