In Focus

For the past few years cycling has been enjoying somewhat of a renaissance and the global events of 2020 sparked a ‘bicycle boom’. With restrictions on travel, many of us began to enjoy our surroundings, opting for a bicycle to not only take us places but become part of our new healthier and ever-changing lifestyle. 

This growing trend has paved the way for a global cycling club of high performance designers who are modernising style in the saddle. Long gone are the DayGlo jerseys of the ‘90s with brands such as Pas Normal Studios and MAAP introducing us to tonal coordinates to aid our road reputation. Whether you are looking for performance or practicality, let us take you on a Tour de Browns of our pioneering cycling apparel and accessory designers.

Honouring the great traditions of cycling, Copenhagen based Pas Normal Studios updates technical cycling clothing with their visionary aesthetics. Co-founded by Karl-Oskar Olsen, previously of renowned lifestyle brand Wood Wood and a keen cyclist, Pas Normal Studios maintains utilitarian minimalism through its designs, taking inspiration from what motivates us to go out riding. Using the idea that the visual stimulation of your clothing can affect your motivation to ride, Pas Normal Studios plays with pattern and colour each season to reflect the changing trends, uncompromising on style and quality.

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On a mission to make cycling the most popular sport in the world, Rapha was born through a true love for the sport itself. Established in London in 2004, founder and cyclist Simon Mottram was disappointed by the poor quality and garish colours that dominated cycling apparel at the time, thus motivating him to create his own. A self-confessed cycling fanatic, Simon wanted to design performance apparel that provided both comfort and protection, forgoing neon jerseys of the past in favour of minimal, muted tones. Named after a 1950s road cycling team Saint Raphaël, Rapha now heads up a myriad of international cycling teams, celebrating road cycling across the globe.

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Hailing from a city obsessed with cycling (and coffee), Melbourne based MAAP designs cycling tops and shorts that is engineered to excel in all conditions. Constantly developing and evolving the product they create, sustainability defines everything MAAP produces, from raw materials to manufacturing processes. Inspired by surf brands in the ‘80s and ‘90s, MAAP plays with colour and fabrication to elevate your ride. Using the expertise of their in-house designers and cyclists across the globe, MAAP aims to create a precise balance through its apparel and accessories, to enhance performance, style, durability and fit, ensuring your ride has no limits.

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Founded in 1960 in Italy, SIDI started its life as a manufacturer of mountain boots that eventually evolved into the production of motorcycling boots and cycling shoes, which it is renowned for today. With tradition and innovation at the heart, SIDI has a similar story to most cycling brands in that it was created by a cyclist, Dino Signori. The right footwear is a fundamental element to a successful ride and after over 60 years as pioneers of the cycling shoe, SIDI is the choice of the many who choose to see the world on two wheels.

Shop SIDI

Words by Alexandra Oliver

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