Can You Keep One?

SSSHHHHHH!!! It’s a secret. Secret Dog Society that is! What is it? Only the freshest New Zealand mountain biking clothing brand. Incubated and hatched in Wellington, SDS is fast gaining traction amongst the New Zealand mountain bike community as riding gear that isn’t just a little leftfield, but that’s also had some serious thought put into it. From the designs to the fit to the ethos of keeping the entire manufacturing process local to Wellington, SDS is definitely rocking to their own roll.

Let’s start with the name. Everyone loves secrets. Secret crushes, secret trails, secret lines to put that extra half second between you and your mate. Dogs are loyal, like bikes, a friend for life. The society is us. Mountain bikers as a collective. Break it down to just NZ or your local crew or even just you and your partner, however and whoever you like to shred with is your society. There it is, Secret Dog Society.

The swag at present are jerseys short and long but there are certainly plans to expand to shorts and perhaps gloves to tie the whole pooch together. SDS is committed to keeping everything local so while this may take time, it will be worth the wait. The Obey jersey was first on scene shouting at you through its tie dye swirls and is available in short and long sleeve. The Dark Matter top was what really got my attention with a full front and back print of stars and galaxies with the SDS logo warping off into your left shoulder. The latest addition is Money, a short sleeve denim print with orange diamonds which may be my next addition. Want one in long sleeve instead but don’t see it on the store? No problem, SDS is happy to add sleeves for you dog. I’m not one to buy clothing online without being able to try it one but the fit is perfect. Slightly narrower as well as longer in the torso and if you still wear a pack, don’t stress, the back doesn’t creep.

Quite aside from being designed and made in New Zealand, I really like the direction SDS is taking. It seems that as soon as new bike colours come out, Fox and Troy Lee simply copy them so you’ll match and slap a logo on, or maybe they’re all in it together, who knows. What I do know is that I don’t want to be taken for a walk, I want to chase the stick myself.