Central to our mindset is the idea of community. We are determined to bring together people with a shared passion for cycling while benefiting society. We look to bring positivity to every community we encounter, from our manufacturers to our stores and beyond.

Communities benefiting from sample redistribution

It can take several prototypes and samples to create a product that has all the necessary qualities of a Pas Normal Studios piece. These prototypes are sampled in alternative fabrics, colours, or dimensions to test and refine the design. This process leads to usable, high-performing garments which cannot be sold. We can use these garments to help grow and enable cycling in the communities we encounter.

The first collaboration is with Funchaves Foundation. Funchaves is an organization created by professional bike ride Esteban Chaves, intending to benefit Colombian children through cycling.

Recently we have been collaborating with charities helping children get in to cycling in Lithuania, and assisting in the crisis in Ukraine. In the future, we aim to further develop this initiative with a wide range of partners.

Who made my clothes?

Our community includes our entire supply chain. We are aware of the impact we have on people and families across the globe. To further increase transparency, we will be sharing stories from our supply chain, starting with the simple question "Who made my clothes?" This question is the backbone of the organization Fashion Revolution. Fashion Revolution was founded in the wake of the Rana Plaza disaster in 2013. It has since become the world’s largest fashion activism movement, mobilizing citizens, industries, and policymakers through research, education, and advocacy work. We will be utilizing their tools and research to improve our practices.

With this approach in mind, during 2022 we will be introducing some of the people who work in our supply chain. You can read more about our Manufacturing Partners and Fabric Suppliers.

Community Stories

Virginia Palermo - Ambassador - Toronto

On personal development...

“Being active and outside always helps clear my mind and keep me focused. Even after 5:00am weekday wake ups and 50km rides with friends before work, I have more energy throughout the day. Pas Normal Studios has helped me achieve so much with my cycling goals. It has given me a sense of family and community and has motivated me to focus on training to get stronger and faster. Pas Normal Studios has such a fantastic group of cyclists from all over the world. Seeing others progress has pushed me and motivated me to do the same. It helped me feel like I had a purpose in cycling.”

On the impact of cycling...

“The local community and environment have improved so much because of cycling. The cycling community has grown so much in Toronto with a lot of younger faces. Pas Normal Studios brings a new community and a new spot for a lot of those younger people. This community has grown and has created many passionate cyclists who have now become stronger and faster. Pushing each other and making new friendships, all from riding bikes.” 

On empowerment...

“Cycling has empowered the people around me because it has given many people a feeling of community and family. It's an activity where we help motivate each other and help achieve our goals. It has helped build so much confidence in individual riders and made them feel like they are part of the cycling community.”

International Cycling Club

The International Cycling Club (ICC) was started with the dream of bringing people together to share a passion. We organize group rides across Europe, America and Asia to encourage people to create new experiences with others while on the bike. Rides are organized by stores and ambassadors, ensuring participants can talk to representatives about the brand. 

We have an active ICC Women’s community in Toronto, Amsterdam, Barcelona, and Copenhagen, with regular group rides providing an opportunity to explore new roads and meet new friends.

Destination Everywhere

The concept of Destination Everywhere is to travel to new places in the hope of unlocking some hidden experience the area has to offer. We have always found that the best places to uncover the most personal experiences are on a bike with friends along the roads that permeate from populated, built-up cities and cross the frontiers into the isolated, outlying expanses.

Riders we have shared these journeys with have experienced the extent of how different these cultures can be and how demanding the conditions are on one’s mind, body, and bike. Our Mercedes Sprinter brings together people globally to ride and appreciate the local environment and community.


We have created several pop-up stores in recent years and now have our first full stores in Mallorca and Taipei. Our pop-up stores were first established in Paris, San Francisco, Tokyo, Sapporo, and Copenhagen. These stores provide an opportunity for local cyclists to experience the brand and create a community around the sport. It is a focal point for group rides and events while sharing the story of Pas Normal Studios. 

Our stores in Mallorca and Taipei offer cyclists a retail experience and cafes in central locations. The stores function as places to fuel up pre-, during and post-ride. The stores stock our latest products and can help customers with any questions about the brand. The community based around the stores is very active with regular group rides and events. 

We also have a select group of retailers stocking our products. Please find a list of them here.