100% offers premium world cup level gogglesgloves, helmets and body armour for mountain biking.

Started in the 80's in the dusty, booze-sodden world of Southern Californian motocross as a bike accessories outfit, 100% went from a $100 dollar company run by a guy out of his parents house to the huge industry success that it is today.

Their original motto is a simple one, but it drives home a strong message: "How much effort do you give?".

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