ASS SAVERS

In the summer of 2011, after a rainy day, designer Staffan Widell created an improvised mudguard from cardboard, which proved effective. Along with his friends Petter Danielson and Oscar Ternbom, he developed the concept and launched “Ass Savers.” Their video went viral, and within 24 hours, they opened an online store. Six months later, Staffan left his job to focus on the business full-time.

Today, Ass Savers is a patented invention with products like the Fendor Bendor and the Mudder. Based in Gothenburg, the company has sold over a million units and is recognized worldwide. Used by professional cyclists in the UCI World Tour, the mudguard has proven its effectiveness.