Shift MX is going towards the minimalistic approach, not skimping out on performance and only providing what is needed on the gear for a "pure" feeling. Earlier this year we met Ken Roczen at Shift MX's Moto-X Lab launch party in Costa Mesa, California where they unveiled the 3LUE (Blue) Label gear, a gear set that focuses on rider movement through fit and stretch. The 2018 MX gear lineup offers a completely redesigned ranged of the 3LACK and WHIT3 Label gear and the RECON off-road gear. Within the WHIT3 Label collection, Shift introduces new helmet and boot options.
To see the complete lineup on ShiftMX.com, click here.
Shift MX has gone back through their 3LACK and WHIT3 Label motocross gear sets to remove TPU trims and other details which added weight and did not serve a purpose to the rider. The weight reduction will add increased benefits across fit, ventilation, and flexibility. The performance driven 3LACK Label line focuses on ventilation and rider movement, while the WHIT3 Label line is crafted to give core riders the essentials in durability and fit at great price.
The new WHIT3 Label boot won't cost you a fortune at $219.95, the boot was designed and engineered to bring the rider fit, form and function. Shift claims, "it is focused on premium support and fitment from the ankle down, with just the right amount of protection and durability." In similar fashion, the WHIT3 Label adds an economy-priced lid to their range as well as goggles. The goggle features a 45mm strap, triple density foam package, smoke lens and expanded eye port. The brand refers to the WHIT3 Label as "Serial Simplicity", just what you need at a reasonable price.
“Shift has always come from an authentic and pure place, rooted in the desire to do something different on our terms. For the MX18 collection we distilled this design approach even further and carried it through the entire line,” states SHIFT’s Business Unit Director, Jayson Wickenkamp. “The goal was not to just make great products, but to make products that keep the riding experience pure through simplistic innovations and great design.”