When Dani Noguera picked up biking at the start of the pandemic, he wasn’t planning a career change—he just needed a new way to move through Los Angeles. Biking offered both freedom and perspective—and revealed just how exclusive and outdated much of the cycling world could feel. With no background in fashion or manufacturing, Dani set out to create what he and his community couldn’t find: a high quality, inclusive brand built around culture and connection.
Grin27 was born not from a business plan, but from personal frustration and creative conviction. Dani’s path offers an inside look at what it takes to change careers, build from scratch, and launch a purpose-driven brand that doesn’t compromise on quality or mission.
Finding a new path after burnout
Before Grin27, Dani worked in the music industry as an artist, producer and executive. But as the field shifted toward metrics over meaning, he felt increasingly disconnected from the creative culture that first drew him in. He began to see “a really intense shift toward data and a lot less emotional investment in something that you believe in.”
When the pandemic paused the industry, biking became both a form of transportation and a way to reconnect with his city. However, he quickly found the cycling gear on the market felt generic and didn’t match the lifestyle he related to. “There was nothing comfortable or aesthetic … nothing built by companies you believed in.”
What started as a creative outlet became a mission: to build something better.
Building a brand with no industry background
With no experience in fashion or product development, Dani leaned into his vision instead. From the beginning, he and his small team defined what Grin27 stood for, and let those values guide every decision—from materials to messaging.
Rather than source production directly, he searched for a development partner. After months of outreach, he found Blue Associates Sportswear, a UK-based firm with experience helping startups navigate sourcing and manufacturing. They helped him choose high-performance fabrics, assess factories, and evaluate samples.
Even with no technical background, Dani prioritized quality over cost. The brand’s first line was manufactured in Portugal using premium materials—despite being four to five times more expensive than other options. He believed customers would appreciate the difference. “That emotional connection is really important for them to either come back to your brand or to support it or to believe in it,” he says.
Growing community without selling to it
Before Grin27 launched a single product, it hosted its first group ride. Dani wanted to create a space for cyclists who didn’t feel at home in the traditional endurance culture—especially beginners. The first ride had zero turnout. A friend joined the second. Then things started to grow.
Where many brands use community as a sales channel, Dani intentionally kept commerce out of the equation. “As soon as a consumer feels like there’s some sort of pressure to buy … it’s very palpable and they can feel that,” he says.
Instead, Grin27’s rides were designed to offer what Dani had once needed himself. On his first group ride, he got left behind—feeling unwelcome and out of place. That experience continues to shape how the brand shows up for new riders.
Prioritizing quality and sustainability
From the beginning, Grin27’s approach to production was shaped by longevity and responsibility. Dani sourced high-end fabrics at trade shows and worked with small-batch manufacturers who could help translate his ideas without compromising quality.
He also avoided overproduction, keeping inventory small and focused on gear designed to last. “One of the biggest things that contribute to sustainability for companies like ours is not overproducing,” Dani says.
That mindset meant taking cost risks, but it also resulted in gear that reflects the brand’s commitment to durability and design—and customers who come back not just because of how it looks, but because of how it performs.
Collaborating with intention
Grin27’s collaborations are driven by alignment, not algorithms. Take its incense collaboration with PF Candle Co.: it was inspired by Dani’s own injury recovery routine, when lighting incense became a nightly ritual for mental and physical reset.
Dani is intentional about who he works with—and that starts with shared values and genuine friendship. “If you’re trying to start something yourself, then have a really clear mission as to what you believe in and why you’re doing this,” he says. His sense of clarity shapes every detail—from the feel of the packaging to the sound of buttons on the website.
Leading with purpose, not polish
Grin27 didn’t follow a traditional roadmap. It was shaped by frustration, built on friendship, and refined through trial, error, and a belief that cycling—and entrepreneurship—should feel more human.
Dani’s journey proves you don’t need a background in fashion to launch a standout brand. But you do need a clear purpose, a commitment to quality, and the courage to build something you believe in.
For more on how Dani is turning his passion into purpose with Grin27, check out his full interview on the Shopify Masters YouTube channel.
