Ass Savers AB—the company behind the eponymous Swedish fender brand Ass Savers—is now officially known as Paraply AB.
Meaning "umbrella" in the team's native language, this name change comes after a decade of keeping cyclists dry under a more descriptive moniker.
Importantly, the Ass Savers brand name and product offering remain unchanged. Instead, the shift in title of the parent company signals an opening up to new ideas and potential future projects.
From a practical standpoint, the new name also simplifies strategic communication opportunities, helping avoid spam filters and enabling advertising campaigns, which had previously been restricted by certain channels due to the cheeky nature of the original Ass Savers name.
From the Paraply team:
"We're proud of what we've built under the Ass Savers name, and that's not going away. With Paraply AB, we're creating room to grow and we're excited about the possibilities ahead. Thanks for joining us on our next ride — we know it will be worth it!"
This change primarily concerns Ass Savers brand distributors and dealers, with Paraply serving as the company's new B2B identity. All direct communications with the brand and parent company can continue through the regular channels.
About the Ass Savers brand
Since 2011, Ass Savers design and produce minimalistic mudguards and weather protection gear for cyclists out of Gothenburg, Sweden. With the ambition of doing more with less, through the smart use of mainly recycled materials, they provide simple and clever products to make life on the bike more enjoyable. http://ass-savers.com
