THANK GRAVEL IT’S FRIDAY × GIORDANA
OFF SCRIPT
JOLIE FOULÉE x GIORDANA | THE STARRY ONES
The Limited Pre-Order Is Now Open
Pre-order through [DATE] at [TIME / TIME ZONE]
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Expected arrival [DELIVERY WINDOW]
BORN IN CALIFORNIA. BROUGHT TO LIFE IN COLORADO
Thank Gravel It’s Friday was born from a love of adventure and the raw, counterculture spirit of '90s surf and skate culture.
It started on post-work rides—linking pavement, dirt, and hidden trails before gravel had a name, riding cutoff denim and baggy tees on whatever bike we had. The routes were improvised, the bikes were far from perfect, and the best days ended over food, dreaming up the next ride.
In 2021, that SoCal attitude moved to Colorado, where the climbs grew bigger and the routes reached deeper into the mountains. Designed with our good friend Zach Hale, Off Script merges '90s grunge and streetwear with wide-open mountain adventure.
California gave us the attitude. Colorado gave us the adventure. Gravel gave us the freedom to ride outside the lines.
BEFORE THE ALGORTHM
In the ’90s, culture had to be discovered—at the local skate shop, inside a VHS tape, or passed between friends.
Brands like Stüssy, Volcom, and Vans weren't just logos; they signaled who you were before you spoke a word. But the clothes only mattered because of the memories made in them: endless surf sessions, hours spent mastering a single trick, and deep friendships forged doing something tough together.
Off Script isn't a throwback—it’s a reminder of what that era taught us: Find your people. Do what you love. Stay out until the light disappears.
THE FEELING WE WERE CHASING
We wanted cycling to feel like skating used to—sessioning the same spot over and over until somebody expected you home.
We wanted it to feel like surfing all day. Paddling out early, staying in the water for hours, and getting out only long enough to grab a bite on the beach before heading back out.
No finish lines, no podiums, no audience beyond your crew. You did it because your people were there and you could lose an entire day doing something that made you feel alive. That’s the feeling we bring to the trail.
RIDING OUTSIDE THE LINES
Before surf and skate went corporate, they belonged to renegades building something outside traditional sports. Gravel carries that same DNA.
Not fully road, not fully mountain biking—and not asking permission from either. It’s the freedom to connect pavement, singletrack, and wrong turns on bikes that probably shouldn't be there.
We don't care what you ride or wear. Just show up, embrace the struggle, and help the rider next to you. You might be underbiked, but you'll finish with cold beers and new friends.
THE OFF SCRIPT KIT
Made with Giordana for the places where speed, style, and good times converge. The Off Script kit is built for hard climbs, dusty trails, fast pavement, and post-ride tacos—designed for those who choose to ride outside the lines.
Available by pre-order only through [DATE]. Once the window closes, this edition is gone.
NO TEAM REQUIRED
THE TEAM KIT FOR EVERYBODY
Thank Gravel It’s Friday is not a club or race team. There are no tryouts, contracts, rankings, annual dues, or rules about what you need to ride and wear before you are allowed to belong.
The team is whoever shows up. The rider beside you on the climb. The stranger who helps fix your flat. The person waiting at the regroup. The people who suffer together, laugh when the route takes an unexpected turn, and celebrate the whole thing afterward.
That is why we call it the team kit for everybody. You do not have to earn it or qualify for it. You just have to be down for the adventure. It does not say you made the team. It says you found your people.
