We had been talking about grabbing the opportunity to change or upgrade your bikes during this season where shops and manufacturers are clearing older models. But for those who had no wish to change bikes, why not take this time to do some components upgrade? Bikezilla talks about a new old brand! 




This is no new brand to mountain bikers and extreme riders. A well-known name which started in 2004, Deity are a common sight at the trail, at gravity races and at street/park/dirt rides – equipping top professionals around the world with their popular and trusted products.

Over the years, Deity had remained true to their original ideology. They are still riders-owned, and they had not became bureaucratic. At first glance, one might say that they had not grew much. We think otherwise. Currently, Deity Components has more than 40 sponsored riders (including big names like Cam Zink, Tyler McCaul, Adam Hauck and Tracy Mosley)  donning their soft goods and shredding competitions with their components. That's like saying "You can't miss Deity anywhere at a race event!"




This is how Deity like to introduce themselves:

Armor against the corporate mentality, Deity is a company built by riders for riders! With a lightweight product line designed for punishment, our relentless dedication to infiltrate the masses has created a company that is the reflection of the riders psyche, struggles, and passion. 

A true 110% rider owned, operated, and funded company that caters to real riders who are looking for a company they can identify with and that will stand by them for the long haul. With a vast lightweight premiere product line that covers the disciplines of dirt jumping, downhill, street, and park, the diversity of Deity and our infamous reputation for customer service has made us one of the top companies that you can believe in. We have come a long way since 2004 and our plans are just beginning! Just wait and see…




Deity offer a range of products for gravity and street riding. These includes: – high end full post-weld heat-treated frames, cranksets, bottom bracket kits, stems, handlebars, saddles, seatpost clamps, seatposts, pedals, sprockets, end caps, grips, and lots of soft goods!





Deity products are available in Singapore at Unsprung. New soft goods stocks are in town, so do give their online store a visit or call their sales hotline (Tel: 9007 7058). Like some of their older designs? Give them a call and check if they still have some tucked away. Join the riders' camp and share the attitude! 



Unsprung online store:

Unsprung fcebook page:

Visit Deity website:


All photos and information by Deity

(Cam Zink at Redbull Rampage 2014)