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We Believe #BlackLivesMatter and Are Committed to Doing Better

Over the past week, we have seen protests erupt in at least 140 U.S. cities in response to the murder of George Floyd, not to mention those happening all over the world. The pain and outrage rippling across the United States right now is about more than witnessing Floyd’s horrifying death in police custody - it’s about Ahmaud Arbery, Breonna Taylor, and countless others before them. It’s about standing up to the systematic racism and police violence that has been a part of America’s history for decades. 


With hundreds of thousands voicing their anger at the deeply rooted racism that has been part of the fabric of American society for far too long, we are joining the call for justice. We believe that, especially in light of recent events, police reform and reform of our justice system are perhaps the most pressing issues we need to confront first and foremost.


When it comes to the cycling and outdoor industries, the overwhelming majority are dominated by exclusively white people. It has been easier to pretend that racism doesn’t exist rather than actively pursue and be inclusive of a more diverse team and audience. As a relatively new small business, we have definitely been guilty of this and are committed to doing better from here on out. Now more than ever, it is important to speak up and take action. We will be making it part of our mission to more actively work towards a just and equitable society where black lives truly matter. At Elevenpine, we stand in solidarity with Black families and communities calling for justice and reform. 

George Floyd #BlackLivesMatter Protest in Denver, CO. Photo by Colin Lloyd.


At a recent (virtual) team meeting, we discussed what putting this new mission into action might look like. 

These are the steps we are taking: 

  • We will be donating 10% of sales toNAACP through the end of this week. We will transition to 2% of sales on Monday, June 8th, and continue the donations through the end of July. 
  • We will celebrate black lives and perspectives by telling more diverse stories, engaging more black cyclists as ambassadors and bloggers. 
  • Becoming more actively engaged in supporting underprivileged and minority youth in our local community.
  • We will proactively stand up to the systemic racism that costs Black Americans their livelihoods and their lives. 
  • We will make an effort to be active allies in support of Black people and all people of color throughout our work.

There are many important organizations working to advance racial justice in America. If you can contribute to a few of them, we hope you will.

Here are some resources to get involved:

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