As soon as those words came out, so did the ideas, and we spent much of that night talking about the yet to be named “Subrosa”. We looked at my bike and Ronnie said, “What if we made everything on your bike?” It honestly was as simple as that. On a trip to California Ron and I sat by a pool, drinking beers, and talking BMX. Ronnie’s background comes from a lifetime of BMX and creating brands such as UGP and The Shadow Conspiracy, while my experience came from growing up BMX from racing to working in bike shops, to being a pro rider. Subrosa Brand began in 2006 as a collaboration between Ron Bonner and myself. Our icon hangs high above our team and our fans. Whatever was spoken under a rose was to remain secret, sacred and subrosa. Throughout history a rose hanging overhead was a symbol of secrecy and brotherhood.
Subrosa- suhb roh-zuh: Meaning under the rose.
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