Who

My name is Brian Price , and the “restoration” of the GRIFFS brand is my project.

A little background on me…..I have had a 360' passion for motorcycles and the motorcycle industry for my whole life. I started riding at about 9 years old on a Rupp mini bike, and have owned about 35 different motorcycles since then, of all kinds. I never get tired of being around them in some way, on some level.

I have worked in the motorcycle industry literally since I was a kid, starting at the parts counter of a dealership. Back then, there was no such thing as the “action sports” or “powersports” industries. It was simply the motorcycle industry, and there was no glamour in it. But, being around bikes and other people who rode was never hard, never seemed like work.

I eventually worked my way into some of the best roles in the motorcycle industry, with two of the most professional companies out there. I was learned an enormous amount about apparel, sports marketing, and the industry. I also got to meet and work with some great people.

However, I was never satisfied, because I was doing it for someone else, their way. I wanted to make my own decisions, and to do it my way. However, the big guys do such a great job that there was never anything that I could do differently, certainly not better. When you can't do something different, you're basically just copying someone else's work.

The thought of “restoring” the GRIFFS brand seemed completely different. They had a well-deserved reputation for durability, and some of their stuff is still in use after 20 years. They had more champions and top-level riders than most brands in existence today. They were not around during the history of motocross in America , they were part of it. Sure, the apparel industry is competitive – saturated, really – but the thought of working with all this history seemed like it would be a blast. I contacted the founder and bought the company in May of 2007.

One thing is clear, the odds of success for relaunching GRIFFS are really, really long. The market has become so competitive, so driven by distribution and huge marketing budgets, that few brands make it.  I don't care.  This is what I want to do.

Why

A few of the people that I consulted with during the development of this concept asked me why in the world I would consider this. Over and over I heard, why start yet another gear brand? Their clear message was that I had lost my mind. There are a mix of reasons.

The first reason is simple: this is the next challenge for me. I have my own ideas on how things should be done and what type of company I want to work for. This is my chance to do it.

The second reason is to make something better. As a rule, I have always tried to focus on the quality of the products, but trying to be trendy often made this a challenge. Riding gear has become very, very fashion-driven over the last 10 years, to an extreme. As a result the emphasis on function and durability has decreased, and the stuff does not last as long as it used to, by intent.

Third, working with a piece of moto history will be fun. There is a tremendous surge in interest for all things connected with the roots of motocross, and it is one of the most fun things going on.

Finally, there is a place in the market for GRIFFS. True, the big companies do a great job, and make great stuff. But there is room for GRIFFS to make simple, functional, durable gear that lasts . Because there is always room for that.

-Brian Price