McCashin and Terins, who both live in the Beach Cities, came up with the name nearly 20 years ago when they were first getting into the helmet business. The Lifer is the name of S1’s primary and best-selling helmet model, and can be found in surf and skate shops throughout the area, and the country.
For them, a lifer is someone who never has to stop pursuing a passion. But Daniel McCashin and Chris Terins, founders of South Bay-based S1 Helmet Co., use the word to mean opportunity. The word “lifer” is typically used to describe someone forced to spend their rest of his or her life in prison: someone trapped by rules devised by others. Chris Terins, left, and Dan McCashin are the founders of S1 Helmet Co.
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