Santa Cruz are proud of their Californian roots. Their HQ is an old cannery in the coastal city that gave them their name

No business suits and short-back-and-sides here – Santa Cruz do things differently

Classics from the past hang above rows of freshly painted current models

Santa Cruz's frames may no longer be made in the US but they're still designed, prototyped and developed there

Not to mention tested to destruction...

Testing is something that the company take very seriously

Assembly is done in-house so the factory is filled with boxes of trick-looking gubbins, like these carbon linkages

Company boss Rob Roskopp likes to get hands-on with his company’s creations

Bikes, sunshine and rad tattoos – these guys are living the California dream!

Santa Cruz have some of the world's top riders on their roster, including 2012 downhill world champ Greg Minnaar

And this is the bike that helped him win that world title (well, part of it at any rate), the new V10 Carbon

Any colour, as long as it's red?

Nah, there are loads of options, and this is how it's done