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TALL ORDER: Inside Bas Keep’s New Company

"Have fun and fear nothing."

Bas Keep is a name synonymous with UK BMX progression. He’s been there at the forefront of BMX culture in the UK for many years and has always to pushed things with projects like Reservoir Dogs, the Quartermaster and wild ideas like our final cover.

Speaking of covers, it’s been well celebrated that Bas had more Ride UK covers than any other rider, bagging six in total. We’ve been proud to document his career over the last 15+ years and will continue to do so.

Bas Keep covering Ride UK Issues 65, 74, 133, 161, 181 and 198.

Now, with the launch of his new BMX company tall order, Bas was down to tell us some of the backstory behind creating the brand.

Some people may say there are enough bike companies, but others would argue there aren’t enough with Bas in charge! To me it seems like he’s in a good position, having seen pretty much every aspect of the industry first hand, from every angle, for many years. Having been part of the front line representing core brands in the UK and around the world, Bas has also dealt with the more corporate side of things when creating and taking part in events for Red Bull, plus he’s been a member of the family at Seventies Distribution forever.

Bas, why did you decide to start a company?

“Last year I put on a small jam for my former sponsor Cult at Frontside Gardens skatepark in London. Seeing younger riders have their moment in front of all their friends to show their riding and try stuff they haven’t tried before all with a crowd of BMXers cheering them on made me realise I want to do my own company and do more to spread BMX.”

How did the plans come about and how does it all fit in with your ties to Seventies?

“Stu Dawkins (Director of Seventies) got me into riding when I was 11 years old after I saw him doing rails in the industrial estate near my house.

Stu and Seventies went on to bring massive contests to my home town Hastings and I became involved in Seventies working with them on events (The Backyard Jams) and warehouse duties. When I turned pro I left work to ride but we have been good friends ever since and have worked together on a few projects over 20 years of friendship and I’m yet to see the man stressed.

I talked to him about starting something together and we agreed on the mission and our goals.”

What are the goals and core values of tall order?

“I want to learn a lot as I venture into this new territory.

Work hard.

Survive as a business.

Promote BMX.

Have fun and fear nothing.”

You were part of Cult for years… How did tall order go down with Robbie, are you guys cool?

“In 2010 I had just spent a couple years as Federal TM and I wanted to go back to enjoying my riding career so I moved to Austin, Texas . After a short time Chase Hawk and I had become good friends as we love to ride the same stuff. Riding with Chase gave me a lot of confidence, just seeing the way he does it inspired me every day and made me realise I needed to stick to riding how I like to ride, which is mainly big ramps, and ignore trying to keep up with riding trends.

Getting on Cult just kinda happened from there and we went on a lot of amazing trips that I will never forget, I’m so glad I was a part of something so special.

When I called Robbie to tell him I was leaving he gave me a lot of advice and support. Robbie really is a dude that would do anything for his friends and team riders. We will always be friends and I’m continually inspired by everything he and Cult do.”

Have you got a team lined up already? Where do you see the brand going with the riders on board? Are you going to do welcome edits and team trips, etc.?

“The first question I was asked by a friend was, ‘Who you going to get on the team?’

I have a team of good dudes already on board. I want to sponsor more dudes I just gotta get out and ride with riders to find ’em…

At this point we have only sold a few bits of clothing so it’s not like I can afford Dennis Enarson, haha.”

Tell us about the products. How were they designed, what key factors did you have in mind and what kind of riders are they aimed at?

“When my friend Aggie and I sat down, the first thing I told him was that he had a blank slate here so ignore all formulas. If we think we can change something to make a frame better then let’s take risks and not worry whether it fits into certain sales trends. I want to be a company that isn’t scared of change if it’s to improve the overall performance of a product.

We spent a long time designing our two frames and I am confident that the designs are progressive and are able to withstand the modern park/ transition rider.

The logo is important too and wasn’t a quick process to reach the finished design.”

How do you think tall order might help change BMX for the better?

“tall order does not want to try to change BMX in any way shape or form. BMX is absolutely fine. Riders get together, they go out, they ride, they have fun. We just want to feed the fire.”