Who is the ‘coolest’ brand in MX today?

PC Racing has to be near the top.

TLD. Nothing beats the pre-energy drink helmets days. The custom stuff from Troy was the definition of cool to me as a kid. Pretty stoked he got control of his brand back.

FXR 

Gear: TLD, Fasthouse, Thor's Hallman line

Bikes: KTM, Ducati, Triumph

Graphics: Backyard, SKDA

Fasthouse...but I'm old 

Pro Circuit will always be cool, Renthal is cool, HRC is cool, 100% is cool, I like what they're doing. Troy Lee will always be cool. Shift used to be the coolest back in the late 90's and the original One Industries was really cool as well. 

I remember when it was Fox, but I think now it's Troy Lee Designs.

HRC is Uber-cool. 
There’s something special about a Japanese engineer in a white shirt with a discreet HRC logo. 

Nobody is cooler, nobody is more core, and nobody has as many R&D hours than Dubach  

LBZ

What’s cooler than this? Ima Suzuki guy but a Yami (pc setup), bell helmet (with fin), no fear gear, spy goggles, AStar boots, everything is cool in this pic. 

sLoWiE FiLmS or whatever that idiot calls himself. 

Suzuki.

Didn't Doug sell Dr.D Racing? It's still cool though because of the origins. 

I am going to say Fasthouse has the vibe right now, on the local scene in my area, but never sleep on Troy Lee. Dude puts out some cool shit!

And as an early Fox fan, I like what they have been putting out lately.  Looking forward to more 90’s inspired gear coming out from them. 

No Fear made some all time gear in those days.  

Wait til you see the fall 2026 stuff… releases early August and buddy let me tell you it’s the coolest stuff Fox has released since RC/Stew 00’s era. 

😄

hahahaha nailed it!

Kinda. The Tetangco’s have ownership and manage ops while Doug still does all R&D. Jehan’s son Caleb is a mini bike ripper and they go racing all across the west coast and are at the track multiple times a week. I’m just a really big fan of them, their products, and Jehan was a huge part of my race team’s success far beyond product. 

That's cool that not just some pencil pusher bought it. I was in California in 2012 and stayed in Norco. I went to DRD and they toured me through the place. It was really cool to see the shop.

Another vote for TLD. I also always thought Renthal was cool, something about their adds in the magazines growing up and it always felt like you were buying an upscale product.

Sinisalo

I just threw up a little in my mouth………

TLD is what came to mind first, but I think FXR is nipping at its heels!

RENEN   Made in the USA

Extreme and No Fear because Legends never die. 

Hard to argue this. 

Style for miles…. What an era.