Cliché is one of the most important European companies with a deep history. It was started by Jérémie Daclin in 1997 and they have been doing things properly ever since. Jérémie had been pro for Deathbox but wasn't keen for Californian relocation. He chose to stay in Lyon and create something to represent the healthy but often overlooked European scene he was an integral part of. What began as a small local company has blossomed into a well respected worldwide company. Himself and Al Boglio crafted a brand with a clear vision and a diverse team which contains our favourite Australian and team rider Andrew Brophy.