4 days ago
Pas Normal Studios and JJJJound Reimagine Contemporary Cycling Culture
Summary
In a highly anticipated union that seamlessly blends the rigorous tradition of cycling with contemporary design, Copenhagen-based premium cycling apparel brandPas Normal Studiosannounces its inaugural product drop with Canadian brandJJJJound.
At the heart of this partnership is a striking co-branded jersey that features a sublimation print of Claude Monet's iconic Impressionist landscape. This lush, atmospheric artwork evokes the romantic, rural origins of cycling's visual language, creating a deliberate contrast with the often-concrete environments where modern cyclists train and ride. This artistic centerpiece is a testament to the collection's unique vision. 'What Justin and the team at JJJJound have built is truly impressive, and we've always respected how they navigate collabs with such precision and restraint. Their minimalist approach speaks volumes,' stated Karl-Oskar Olsen, creative director and co-founder of Pas Normal Studios. He further highlighted the defining inspiration, 'The emphasis on the Monet painting and the strong heritage feel just clicked with us. It challenged me, and that's when I got really excited, seeing the depth in it and the intention behind every detail.'
The collection's branding masterfully balances expressive visuals with minimalist restraint, delivering a cohesive line that caters to the discerning rider. Key pieces include the featured jersey for both men and women, alongside men's and women's black Mechanism Bibs, a crisp white mesh Base Layer, performance-oriented Socks, and a matching Bidon. Each item is designed to embody the rich, expressive tradition of cycling while being thoughtfully reinterpreted for the modern rider.
The Pas Normal Studios x JJJJound collection will be available globally June 19 at 8 a.m. ET.
