Little Devil BMX: Born in Philly, Raised by Fire, Still Kicking in 2025
If you were deep in the BMX trenches during the late '90s and early 2000s, chances are Little Devil wasn’t just a brand—it was a lifestyle. Founded in 1996 by Derek Adams in Philadelphia, Pennsylvania, Little Devil emerged as a raw, rebellious force in BMX culture. What started as a small t-shirt company quickly evolved into a full-blown movement, blending dark aesthetics, punk ethos, and a no-compromise attitude that resonated with riders who lived for the streets, trails, and the occasional backyard ramp.
The Devil’s Signature
Little Devil wasn’t just about slapping logos on tees. It was about creating an identity—one that stood in stark contrast to the polished, corporate BMX brands of the time. Their designs were gritty, often featuring skulls, flames, and cryptic slogans that felt more like band merch than sportswear. But it wasn’t just the visuals. The brand’s video productions, like the legendary “Criminal Mischief” and “Seek & Destroy”, redefined what BMX media could be. These weren’t just edits—they were cinematic, rebellious, and emotionally charged documents of a subculture in full bloom.
The Riders Who Rode for the Devil
Little Devil’s team roster reads like a hall of fame for BMX’s golden era. Van Homan, Corey Martinez, Kris Bennett, Josh Stricker, Jason Enns, and Matt Beringer—these weren’t just riders, they were icons. Each brought a unique style, but all shared the brand’s ethos: ride hard, stay true, and never sell out. Their parts in Little Devil videos weren’t just impressive—they were defining moments in BMX history.
The Fade and the Flame
Like many cult brands, Little Devil eventually faded from the spotlight. By the early 2010s, the company had gone quiet, its webstore shuttered, and its presence reduced to whispers and nostalgia. But the legend never died. Riders still wore their old tees like badges of honor, and forums buzzed with rumors of a comeback.
The Resurrection
Fast forward to 2025, and Little Devil is back from the ashes. Celebrating its 30th anniversary, the brand has reopened its webstore, reissuing classic designs and teasing new drops. They’re embracing their legacy while adapting to the modern BMX scene—still rebellious, still raw, but with a nod to the digital age. They’ve even welcomed new riders to their “flow squad,” like Jake, a young shredder who grew up riding the original Little Devil bowl.
More Than Merch
Little Devil isn’t just selling shirts again—they’re curating culture. From viral Ozzy Osbourne tributes to organizing throwback jams and trail sessions, they’re reminding the BMX world why they mattered—and why they still do. It’s not about mass appeal. It’s about authenticity, community, and keeping the fire alive.
Little Devil - Seek & Destroy
GARRETT BYRNES "CRIMINAL MISCHIEF" Little Devil
Little Devil's Criminal Mischief - Matt Beringer