Pas Normal Studios

Founded with the vision to create cycling clothing that meets the rigorous demands of professional racing while maintaining an understated, stylish aesthetic, Pas Normal Studios has quickly become a favorite among cycling enthusiasts worldwide. In 2015, Karl-Oskar Olsen, co-founder and creative director of Wood Wood, decided to explore a, seemingly, uncharted territory in fashion. Cycling wear & apparel. Already an adept cycling enthusiast, Karl-Oskar, had an insider perspective of the category. However, he felt that none of the available cycling wear appealed to him in terms of design. Therefore, he decided to create his own label, in an attempt to reinvent cycle clothes and apparel in a contemporary fashion context, mixing technically perfect and utilitarian clothing with visionary aesthetics. The result: Pas Normal Studios. The founders, Karl-Oskar Olsen and Brian Nygaard, sought to fill a gap in the market for high-quality, aesthetically pleasing cycling wear that performs well under the intense conditions of professional cycling. Their mission is to produce technically advanced clothing that doesn't compromise on style, ensuring cyclists look as good off the bike as they perform on it. Pas Normal means “not normal” in English and was originally a reference to the sceptic commentary surrounding Lance Armstrong’s overarching era of superiority in the Tour de France, but has since evolved and found its way into the ethos of the Danish design studio, under the same name. "Pas Normal was no longer a reference to Lance but meant as a description of how we see ourselves in the cycling industry" Karl-Oskar Olsen – Founder & Artistic Director. Pas Normal Studios seeks a position of “the odd man out” in cycling wear. The brand’s collections feature clean lines, muted color palettes, and subtle branding, creating a sophisticated look that stands out in the world of cycling apparel. This unique approach appeals to cyclists who appreciate high-performance gear that also offers a refined appearance. Each piece is designed with input from professional cyclists, ensuring that functionality and comfort are never sacrificed. The brand uses advanced materials and technologies to enhance performance, including breathable fabrics, moisture-wicking properties, and aerodynamic cuts. This attention to detail ensures that every garment supports optimal performance, whether on a casual ride or in competitive racing. They seamlessly combine a modern contemporary fashion pallet with functionality and effortless utility. This is especially apparent in their “Off-Race” collection. This is Pas Normal Studio’s take on urban activewear that applies itself as minimalistic casual wear for everyday use within the framework of an active lifestyle. In the years the label has existed it has managed to create a unique and flourishing community around their passion for cycling, dubbed the “international cycling club”. This community is centred around the plethora of captivating stories and participatory events that surround the brand. These include several tours of the many country roads in Denmark, cold forest landscapes in Sweden, and the beautiful mountainsides of Mallorca, a trues cyclist’s paradise. What started as a new take of cycling apparel has since evolved into the movement and lifestyle that surrounds this unique Danish brand. “Not normal” studios have found a new niche and created a unique and vibrant universe around it, that highlights the fluidity of fashion, performance and lifestyle.