DMR Bikes etched themselves into the mountain bike world way back in 1995. A time that was devoid of social media, magazines were the pinnacle of media, and those who graced their pages were to become legends of the scene.
And all this was happening on bikes and parts that may not have been up to the havoc being wrought on them… Enter DMR and their iconic V8 and V12 pedals, the Trailstar hardtail and more recently, Deathgrips. Their history is celebrated in a new film, ‘Down For Life – 30 Years of Bicycles and Dirt’, put together by the legend Alex Rankin, the man behind the seminal ‘Sprung’ and ‘Earthed’ MTB video series.
This is a must-watch for anyone who rode bikes in the MTB heydays of the ’90s and early ’00s, it brings the memories back big time! Featuring interviews with riders, product designers, and the crew behind the scenes, the film explores the evolution of dirt jumping, freeride, slopestyle, and hardcore trail riding, and how DMR’s frames, pedals, and components helped define what we ride today. We here definitely have a soft spot for DMR with [R] co-founder Matt Holmes featuring in an ad for them back in 97 aboard their OG Trailstar frame.
Almost an hour of classic downhill, dirt jumping and 4-cross action, this film captures the spirit of DMR and the culture that exploded around it.