“Gusset was founded in the summer of 1995 by two riding friends Paul Sorrell and Jason Mills. It started as a little project printing t-shirts, hoodies and a product called ‘Hookers’ that were replacement springs for Pit Bull brakes.

Although the pair had great plans for the brand they found that at the time they didn’t have the time or money to take the brand as far as it could go, Jason was busy with a band and Paul was out of work at the time. The opportunity soon came along to pass the company over to Ison, both partners had known Lloyd and the team at Ison for some years and felt that with their contacts and distribution network that Gusset would be in good hands.