microSHIFT is the brand of AD-II Engineering Inc. based in Taichung. The brand (and possibly the company) was established in 1999.

I may be hallucinating but I think that their first derailleur related product was called ‘the microSHIFT’ and was a low priced twist-grip that seemed designed to under-cut SRAM.

I then think that microSHIFT made a 180 degree turn and decided to position themselves as the ‘quality’ Taiwanese gear company. In particular they seem to be one of very few companies that have tried to produce an alternative to Shimano’s STI levers.

I rather like their equipment - and, amongst a sea of companies producing Shimano Tourney knock-offs, I applaud their ambition.