It’s hard to believe, but the Shift brand of street motorcycle riding gear, seen so often here on Motorcycle.com, went flatline today.

No official word from Shift or its parent company Fox, venerated maker of motocross gear, has been released, but Shift’s Brian Horton has confirmed to Motorcycle.com Fox’s decision to shutter the street side of Shift.

Shift no more. Shift’s parent company, Fox, decided to eliminate street gear from the Shift lineup.

Shift also has a brand of motocross gear that for now still exists.

This news is surprising to us, as it was only this past December the company unveiled its 2011 line of street gear to the moto media. Until we hear otherwise, we can safely guess that a still-sour economy continues to negatively affect the motorcycle industry.