After a year of development, Killswitch makes its official Canadian debut!

Killswitch (previously known as Killswitch Mafia) has finally twisted the throttle and entered the mainstream motocross apparel market. Originally designed as a freestyle motocross apparel offering, the branding direction has since been re-directed to embrace all of motocross.

"Although my heart lies with FMX, we feel that is too focused a direction for the Canadian market. Besides, we support and participate in all forms of motocross; from the track and trails to the ramp... it just didn't make sense to focus on FMX only. Our focus is to provide cutting edge designs for this industry, innovative products and precedent setting retailer support." - says brand owner Chris Trubela.

Killswitch continually re-invents itself by developing new designs and creating new products. Admittedly their initial offering is a little on the conservative side, but it is to ensure they provide the best quality in their designs as possible.

"I don't want to put out 20 mediocre concepts. I'd rather put out 10 really solid designs that people can't resist purchasing. I really focus my efforts on embracing our positioning statement 'clothing for near death experiences'. I won't create an apparel concept that I wouldn't wear myself."

Killswitch truly embodies the spirit of Canadian motocross. With its grass roots approach to marketing, rider support and retailer support, it's a little less about the bottom line and a little more about providing a great product.

"Obviously we need to make money to sustain ourselves", says Chris "But I think something has to change in the apparel market. As a previous retailer of moto apparel, it's not beneficial to anyone to try to sell a retailer too much product, or to try and sell product that you feel is simply not that good. We want to change that. Retailer and customer feedback is essential to our business plan and direction."

Killswitch will continue with its business philosophy of slow, planned growth.

"This year we plan on getting our name in front of more people through a combination of traditional advertising and guerilla marketing. We don't want to dive in, just get our feet wet."

The clothing brand is available in 2006 through the website at www.killswitch.ca or at select retailers across southern Ontario.

If you'd like more information about Killswitch, or to make a wholesale inquiry please contact Killswitch at (906) 571-2222 or chris@killswitch.ca.