Alone on wet or dusty roads, in the freezing cold or in the blazing with heat. Feel how to maximize your strength and how your muscles burn. Keep pedaling, challenge yourself. The young company Pas Normal Studios shows almost mystical scenes in its video clips. Recordings of empty streets on which a handful of men on wheels fight against the gradient. The deep voice of a speaker describes the urge to keep getting on the bike and riding further than ever before. The Danish start-up Pas Normal Studios meets the zeitgeist: more and more people are getting on their bikes. There seems to be a growing need to explore one’s own limits. More and more ambitious cyclists are networking. Many are fans of minimalist Scandinavian aesthetics and do not want to compromise on quality. This is the target group of the young sports label.
Cycling on all levels is seeing a lot of growth these last years. It’s healthy, it’s free and you can do it almost anywhere at any kind of pace. From a café ride to huge trips across mountains and new landscapes. There is something for everyone in cycling.
“Pas Normal” – this is how the achievements of the American Lance Armstrong were described by the French, after he celebrated success again and again. The founders of Pas Normal Studios wanted the name to underline their difference from the already established cycling brands. Not normal, not ordinary – just “pas normal”. All twelve employees are united in their passion for cycling. The company was founded in 2015 and Karl-Oskar Olsen is the head designer. He is also co-founder and designer of the successful fashion label Wood Wood. Olsen meets the zeitgeist with his designs: urban, young, honest, without much frills. The second in the group, Brian Nygaard, is a well-known journalist in Denmark and an experienced pro-cyclist. Peter Madsen and Tommy Pedersen, on the other hand, prefer to hold the reins of management in the background.
The starting point was the dilemma of having to choose between high quality but aesthetically unattractive and fashionable, or poorly manufactured sportswear. The Copenhageners therefore made it their goal to combine Danish aesthetics and Italian tailoring. Through social media, the label quickly mobilized a large, quickly international fan community. The big link between the fans of Pas Normal Studios is and remains cycling. The label therefore organizes cycling events worldwide, such as cycling clubs or its own races. A Mercedes-Benz Sprinter in the look of Pas Normal serves as a distinctive feature, a versatile base camp, a coffee stop on long rides and a showroom for its own products. The future of Pas Normal is bright: the plan is to concentrate more on America and Asia.
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