In googling about the company, my concern has been stirred by their winter tires being touted as 'affordable'. I want my winter tires to protect me in the first place. 'Affordable' suggests that I may need to buy them over and over, due to compromises in making them cheap, and spending more in the end. Still it is good to have another player in the area of winter biking.
Their "Wolvhammer" boots are $325...
see this post. I wonder if their definition of "affordable" is like how Mercedes is marketing their cars as "Affordable Luxury"...yeah, affordable compared to Ferrari, maybe.