In summer 2011, faced with yet another rainy ride home from the office, designer and avid cyclist Staffan Widell rips a piece of cardboard and sticks it underneath his saddle just to get home reasonably dry. Surprised by the positive result, he decides to develop it into a mudguard concept together with Petter Danielson and Oscar Ternbom. True to the Gothenburg humour tradition, they call the project Ass Savers. Quite satisfied with the finished product, the friends post a short video of the product online. The rest is mudguard history. The video goes viral and within 24 hours they build a simple web shop and six months later, Staffan quits his daytime job to fully focus on the new company.