Danish Luxury

Fashion Clothing

Pas Normal Studios

Copenhagen brand of technical cycling clothing, founded in 2014, that cuts riding kit to the standard of professional racing in the colours and patterns of current fashion.

Founded
2014
Founded by
Karl-Oskar Olsen
Based in
Copenhagen, Denmark

Visit pasnormalstudios.com

Two riders in Pas Normal Studios kit on the road
Two riders in Pas Normal Studios kit on the road
Long-sleeved cycling jacket in olive
Long-sleeved cycling jacket in olive
Rider in a long-sleeved jersey and bib tights
Rider in a long-sleeved jersey and bib tights

Pictures © Pas Normal Studios, from pasnormalstudios.com.

Why it is renowned

Highsnobiety counts Pas Normal Studios among the Danish clothing brands to know and calls it a leading brand for technical wear and athleisure.1 It has made collaborations with Porter-Yoshida & Co. and Pirelli,2 and with Salomon.1 The clothes are sold throughout Europe, in parts of Asia and in North America.3

The story

Pas Normal Studios was founded in Copenhagen in 20143 by Karl-Oskar Olsen of Wood Wood.2 Its aim is technically exact cycling clothing with a strong look of its own: textiles and methods at the level professional riders demand, made to last for long use.3

In 2022 it opened a flagship in Den Røde By, a historic industrial area of Nordhavn, on the first day of the Tour de France Grand Départ in Copenhagen.2 The building, just over 1,000 square metres, holds the shop, the headquarters and offices, a training space, a gym and bike parking.2

  • Wood Wood, founded by Karl-Oskar Olsen, a co-founder of Wood Wood
Sources
  1. Best Danish Clothing Brands to Know in 2026 | Highsnobiety. highsnobiety.com, read 4 October 2026.
  2. Pas Normal Studios Copenhagen Flagship Store Info. highsnobiety.com, read 4 October 2026.
  3. About | Pas Normal Studios. pasnormalstudios.com, read 4 October 2026.

Last checked 4 October 2026, against the maker's own pages.