Loïc Bruni x ilabb

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ilabb are stoked to announce our collaboration with World Champion downhill mountain biker Loïc Bruni of France. At just 21 years old, Loïc is already a big name in the mountain biking scene and has just come off an incredible back-to-back win at the Rotorua installation of Crankworx.


Loïc was born with mountain biking in his blood. With his father being one of the European pioneer’s of the sport, it is easy to see he was destined for greatness. Naturally, he started young and picked up experience in the junior series on the French circuit and French National Series. In 2011 he was signed to ride for Team Lapierre Gravity Republic and took out the French Junior Championship. Following this success he debuted on the world stage in 2012, finishing on the podium at the Elite World Cup in the USA as well as winning the Junior World Championship. 2013 saw Loïc become an elite athlete, finishing on the podium for the World Cup in Leogang in Austria. He gained 2nd at the Downhill World Cup in 2015 and 1st place at the Downhill World Championships in Vallnord, Andorra.


This year Loïc has regained his title as Downhill Champion at the Rotorua installation of Crankworx, now a back-to-back winner which is a next level achievement. Loïc smashed his run and just edged the field by just 3 seconds to come out on top. Bruni joined ilabb’s other MTB downhill athletes Tracey Hannah and Brook MacDonald on the podium at Crankworx. ilabb is frothing to have such a decorated athlete as a part of our ilabb family and it was awesome to see him have such a huge success on our home turf.


With Loïc, we hope to work together to make sure he looks super fresh whatever he is doing and to grow each other within the MTB scene. We’re looking forward to supporting him at his events throughout the year and to create something fresh with the new member of our ilabb family.


ilabb is a highly successful action sports and youth culture inspired streetwear brand. With a fast growing team of global athletes, talented designers and world class team members. Founded in 2007 by two Motocross racers, Seadon Baker and Matt Saunders, ilabb was born of a desire to see personality and street fashion injected into the action sports scene. ilabb’s mantra is “we’re in this together” – a statement used to unite the internal team with the company’s vision. The mantra is also an invitation for fans to be part of our community – the ilabb family. People creating, consuming, growing and defining the brand’s journey together.


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