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.