Pas Normal Studios was founded with a vision: to craft cycling clothing that ...
Pas Normal Studios was founded with a vision: to craft cycling clothing that meets the uncompromising demands of professional racing while embracing a refined, understated aesthetic. Since its inception, the brand has quickly become a global favorite among discerning cycling enthusiasts.
The idea was born in 2015, when Karl-Oskar Olsen—co-founder and creative director of Danish fashion label Wood Wood—decided to explore a then-overlooked corner of the fashion world: cycling apparel. An avid cyclist himself, Olsen recognized a disconnect between the technical performance of existing gear and its visual appeal. Inspired to bridge that gap, he set out to create a new kind of cycling wear—one that seamlessly blends technical excellence with forward-thinking design.
Together with co-founder Brian Nygaard, Olsen launched Pas Normal Studios to fill a void in the market: high-performance cycling apparel that also carries a distinct sense of style. Their mission was clear—to create technically advanced clothing that not only performs under the harshest racing conditions, but also looks exceptional off the bike.
The name "Pas Normal" translates to “not normal” in English. Originally a reference to the controversial dominance of Lance Armstrong in the Tour de France, the phrase has since evolved into a central part of the brand’s identity. As Olsen explains, “Pas Normal was no longer a reference to Lance but meant as a description of how we see ourselves in the cycling industry.” The studio embraces being the “odd man out”—challenging norms and pushing boundaries within the cycling world.
Pas Normal Studios' collections are characterized by clean lines, muted tones, and subtle branding, offering a sleek and sophisticated alternative to the often loud and graphic-heavy cycling wear market. This approach appeals to cyclists who value both performance and visual clarity.
Every garment is developed with input from professional cyclists, ensuring optimal comfort and utility. Advanced materials, such as breathable, moisture-wicking fabrics and aerodynamic cuts, elevate each piece to meet the demands of both casual riders and elite racers.
Beyond racing kits, Pas Normal Studios has expanded into lifestyle apparel with its “Off-Race” collection—a minimal, urban activewear line designed for everyday use. These garments reflect the same attention to form and function, effortlessly blending contemporary fashion with technical utility.
Over the years, Pas Normal Studios has cultivated more than just a brand—it has built a community. Known as the “International Cycling Club,” this growing collective shares a deep-rooted passion for the sport, brought to life through storytelling, shared experiences, and events. From the winding country roads of Denmark and the wintry forests of Sweden to the sun-soaked climbs of Mallorca, the brand hosts immersive rides that unite cyclists around the world.
What began as a bold reimagining of cycling apparel has become something greater—a movement, a lifestyle, and a vibrant universe. Pas Normal Studios continues to redefine what it means to ride with purpose, style, and a spirit that is anything but normal.
