The visionaries of Pas Normal Studios
At Vélo Cartel, we don't just sell equipment. We form alliances with companies whose history and philosophy align with ours.
Our partnership with the fabulous Danish clothing brand Pas Normal is just that: a marriage of passions. Here is an interview we conducted with Peter Madsen, 45, co-founder and CEO of the company. As you read it, you will quickly understand why we were seduced by their products, which place quality craftsmanship, cutting-edge design, the search for revolutionary materials, and the cycling experience itself at the heart of their development.
Let's start at the beginning, Peter: how did the Pas Normal adventure begin?
First of all, I should mention that I have been cycling for a long time. As an amateur racer, but also just for the sheer pleasure of it. In fact, wherever I go, whether with my family or on business, I almost always have a bike with me so I can explore the world on two wheels.
When it came to starting our company, the big idea was to go in a different direction at a time when other cycling apparel brands were mainly inspired by cycling history and team uniforms. We felt there was a need for a brand that could combine technical perfection with visionary aesthetics.
Few people know this story, but the initial plan was simply to make our own team clothing, just a few outfits at most, for me and my friends. Then, a few weeks later, while my friend Karl and I were out on a long 200 km Ride , we talked about it and took the idea further, giving birth to Pas Normal that very day. The plan was for him to be the designer, and I would take care of business development and administration. And now we have a whole team working with us.
The company name is funny, and at the same time vaguely scandalous, since it evokes the history of doping among professionals (Lance Armstrong described the performances of his peers as "abnormal" when they were clearly using EPO... just like him). Why did you choose this name?
Because beyond the origins of the expression, it describes our alternative approach to designing cycling clothing, focused on modernity. When we started out, the novelty in this market was the return of Jersey merino Jersey , inspired by the 1970s. Let's just say that this kind of approach doesn't sit well with the advent of Power Meters innovations in aerodynamics.
So what is the company's philosophy?
It boils down to a few ideas. First, we exist primarily for the "Pas Normal riders," i.e., the groups of cyclists that have sprung up all over the world, made up of friends or people who share our philosophy: when it comes to life experiences and adventure, nothing beats exploring the world by bike.
To meet their needs and fulfill our desire to offer exceptional products, we constantly strive to achieve the perfect balance between form, function, and expression.
We are obsessed with offering extremely comfortable clothing and spend months testing our prototypes—professionals test them too—before making them available to the public. So, the quality of our products and cutting-edge aesthetics, combined with practices that are increasingly focused on preserving the environment, sum up our way of thinking and making these clothes.
There are several collections in the PNS family. Can you describe each one in a few words?
Mechanism : An annual collection, with materials and cuts focused on performance.
Solitude : A pattern for high performance and lighter, breathable materials, with colors that reflect the essentially summery character of this series.
Essential : Comfortable, for all seasons and made from durable materials.
Control : For fall and winter. The materials used are waterproof or water-resistant, protect against the cold, and are easy to wear.
Defend : This is our collection for inclement weather, regardless of the time of year, designed for high-level cyclists. To ride fast regardless of wind, rain, or even snow.
T.K.O. : This is the branch where Thomas Karl-Oskar, the company's co-founder and artistic director, has fun.
You also offer a collection for everyday wear. Do these clothes reflect a lifestyle that you associate with your brand?
Most of the concepts we develop stem from real-life experiences. Our lifestyle collection, for example, came about simply because, at the end of a race or event held in cold weather, while we waited for our friends to finish, we wanted to have high-quality coats and warm, appropriate clothing to change into.
And yes, it reflects a certain lifestyle that can be summed up as: competing, exploring, and simply having fun outdoors, alone or with friends. We believe that when you wear a brand that symbolizes a lifestyle that reflects your passions, you are showing a part of yourself.
What is your most memorable cycling experience?
There are so many... But I've been to Sonoma Valley near San Francisco a few times, and it's a fabulous place that I highly recommend. The Strade Bianche (on the white stone roads of Tuscany) are also on my list. As is the Taiwan KOM. But above all, what I like best is doing a big 200 km loop in our backyard, around Copenhagen, with my friends.
Where will your next cycling trip take you?
In South Africa, for photo shoots for our new Essential collection. I've never been there, so I'm really looking forward to it. I love new experiences and adventure!