About

“Built in LA, Design for the World”

IIININE was born from the belief that cycling deserved a broader, more honest voice.
For decades, the sport was shaped by gatekeepers who decided who belonged. We chose a different approach — building instead of waiting, creating instead of asking.

What started as a mission to make better cycling clothing became a platform for culture, connection, and representation, informed by the grit of racing and the language of the street.

IIININE is proudly Black-owned, built from within the culture, and moving forward on its own terms.
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The name “IIININE” represents movement, alignment, and perspective. Rooted in 39th Street, Los Angeles, the brand reflects the real work of pushing forward from difficult circumstances. IIININE honors a truth shared across inner-city communities: nothing moves alone, and progress happens together.

It’s a mark of identity — not a destination.
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IIININE was founded by Justin Williams, a professional cyclist, multi-time national champion, and creative director known for reshaping the perception of American cycling.

Justin’s career spans racing, team ownership, community building, and creative direction. Through his work on and off the bike, he has consistently pushed the sport forward — proving that performance and culture don’t have to exist separately.

IIININE reflects that same mindset: competitive, intentional, and unapologetically authentic.
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IIININE is Designed by athletes and refined through real-world testing, so everyone gets the benefit of clothing pushed to the limit. Our products evolve as the sport evolves; fits, fabrics, and construction change because performance demands it.

After nearly two decades of racing at the highest level in North America, founder Justin Williams has gained invaluable experience working alongside some of the most innovative brands in the sport. That journey built a deep well of knowledge — now applied to the meticulous design and refinement of every IIININE piece.

Our products evolve as fits, fabrics, and performance needs change. Every piece is raced, trained, traveled, and lived in before it ever reaches production. We prioritize performance-driven materials, purposeful silhouettes, and details that matter beyond the bike. Nothing is added without reason. Nothing exists just to exist.

This is performance clothing with weight — built on story, identity, and culture from people who live it.