9,000 miles
27 days
11 borders
Britain to the Arctic Circle, then south to the Sahara. The route became the name. The experience became the starting point for everything that followed.
Sahara
A buckled front wheel. Twenty kilometres to a garage.
A blowtorch. A hammer. Back on the road.
Push the boundary.
Keep the judgement.
The brand is about testing what is possible, without pretending judgement does not matter.