Every great brand begins with a story, and Type Eh is no exception. From humble beginnings as a bike rental company to a growing lifestyle brand, Type Eh is the product of one man’s passion for fitness, the outdoors, and his love for Canada. Meet Steven Maxted, the visionary behind the maple leaf, and discover the journey that brought Type Eh to life.
The story begins in 2020 in Winnipeg, Manitoba, where Steven, an avid cyclist, runner, and all-around fitness enthusiast, decided to turn his passion into something tangible. With a dream to launch his own bike company, Type Eh Bikes was born. The mission was simple: encourage people to get outside, explore, and connect with nature.
By 2021, Steven recognized the growing demand for outdoor experiences beyond cycling. Type Eh began offering kayak rentals, which became an instant hit. It was clear that the brand had struck a chord with Canadians seeking adventure and connection to the great outdoors.
But Steven’s entrepreneurial spirit didn’t stop there. While the rental business was thriving, he started to dream bigger. What if Type Eh could become more than just a rental company? What if it could represent an active, outdoor lifestyle?
In 2022, Type Eh took a bold step forward, transitioning into a lifestyle brand with a focus on apparel and merchandise. The catchy name that had attracted rental customers now became the foundation of a broader vision. By 2023, Steven was testing products, ordering samples, and introducing Type Eh’s signature hoodies, sweatshirts, and more. The response was overwhelmingly positive, with early success in online sales and partnerships with retail stores.
Steven’s journey isn’t just about business—it’s about community and inspiration. Having worked at Adidas as a teenager, Steven had always dreamed of creating his own apparel line. Now, with Type Eh, he’s bringing that dream to life while encouraging others to embrace an active lifestyle.
Type Eh isn’t just about products; it’s about a movement. It’s about celebrating Canada’s natural beauty, fostering a love for the outdoors, and helping people feel connected—to nature, to themselves, and to each other.
As Type Eh continues to grow, Steven’s vision remains steadfast. In 2025, the brand plans to expand into more retailers across Canada, sharing its message of outdoor adventure and community spirit with even more people.
From bikes to hoodies, from passion to purpose, Type Eh is a brand that reflects Steven’s belief that life is better when you’re moving—outdoors, in nature, and with a sense of purpose.
Type Eh is more than a brand; it’s a way of life. Whether you’re cycling, hiking, or simply exploring your local park, Type Eh is here to keep you inspired, active, and connected.
Want to join the movement? Explore our collection and find the perfect gear for your next adventure.