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If you haven't embraced cycling because you’ve never resonated with the Mamils population (that is, “Middle-aged men in lycra”), fear not. As cycling has grown in popularity, so too has a new breed of brands seamlessly blending style and functionality for a younger generation of riders.
Throughout the early 2010s, a wave of niche brands started spawning up that bucked the traditional norms of cycling gear. Whether through innovative performance materials, distinct palettes, or a community-first ethos, each approached the sport with a novel, almost anti-establishment attitude that hit its stride during the Covid lockdown biking boom. As people searched for new ways to spend time outdoors (ideally at a distance), bikes became cool again––and consumers started embracing the lifestyle championed by this new cohort of young brands.
Nowadays, jerseys and bibs are as much sartorial statements as they are functional necessities––so much so that you’ll be tempted to wear such gear while you’re off the saddle as well as on it. With brands like Pas Normal Studios, MAAP, Rapha, and their contemporaries leading the peloton, cycling is undergoing a renaissance of coolness, appealing to novices and seasoned riders alike.
Whether you're gearing up for your inaugural spin around the block or an epic trek through the Pyrenees, these brands have something for everyone.
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Pas Normal Studios
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There are cycling kits, and then there is Pas Normal Studios. Arguably no other brand has influenced the style of modern road cycling in recent years more than the team from Copenhagen. Translated in French to “not normal,” Pas Normal Studios was originally founded in 2014 by co-founders Peter Lange and Karl-Oskar Olsen (one of the brains behind the internationally recognised brand Wood Wood).
Pas Normal Studios makes distinctively sleek, technical, and sustainable designs that have redefined how cycling kits are viewed. Their fitted stretch jerseys, like their renowned Mechanism Jersey, boast extreme aerodynamics and top-rate Italian materials with utilitarian features such as non-slip silicone trims, generous elastic pockets, and guarded zip ends. And while products like the Mechanism Jersey might weigh heavy on the wallet, you’re paying for quality.
Designed with a commitment to what the brand calls “utilitarian minimalism,” their products are easily the most trend-setting out there.
Rapha
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Rapha is to cycling apparel what Nike is to running apparel, with its branded jersey arm-stripe just as well known in cycling communities as the swoosh is in run clubs. It’s the O.G.––the gold standard worn by first-time riders and professionals alike.
Founded by Simon Mottram in 2004, Rapha offers a timeless collection of high-performance gear for the sportif cycler. Often using a blend of natural and synthetic materials that optimize comfort and performance, such as on their first ever product and bestseller for over a decade, the Classic Jersey, it’s likely you’ve seen their designs around the city even if you’re unfamiliar with the sport.
Rapha has pioneered better-looking bike apparel for nearly two decades, and while it may have lost some of its allure amongst the hypebeast crowd, the other brands in this guide owe it their gratitude. Rapha came first, and all others followed in their footsteps.
Whether you’re looking to buy your first ever kit, or upgrade your race-ready gear, you can always count on Rapha.
MAAP
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You can think of MAAP as the trendsetting sibling of Pas Normal Studios, founded in the same year across the globe in Melbourne, Australia. With over ten years of experience in the technical apparel industry, cofounders Oliver Cousins and Jarrad Smith bring together bold designs, a clear focus on style, and recycled fabrics to create cycling apparel for eco-conscious cyclists of all levels.
Oddly enough, if you’re wondering what MAAP stands for, your guess is as good as mine. The company has never officially stated what the acronym means, although they have said its original inspiration came from the words “Melbourne Apparel.” The most common interpretation that’s been prescribed to it is “Merging Aesthetics and Performance,” which would be a fitting motto because their kits do just that better than nearly another other brand. For instance, their collection of bib shorts has a palette that is untouchable by other brands.
Crafted with premium Italian fabrics with hopes of being made from 100% recycled yarns in the not-so-distant future, MAAP’s products effortlessly merge fashion and function to make you feel like you’re a Pro rider even if you’ve only just learned how to clip-in.
Attaquer
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Attaquer is another Aussie cycling brand that is setting the pace in bringing to market some of the most cutting-edge racing apparel. True to their name––derived from the French verb meaning "to attack"––Attaquer embodies a fearless and dynamic approach to cycling attire, with their garments often featuring sharp lines, bold details, and a color palette that ranges from earthy neutrals to highlighter yellows.
The brand identifies its tribe as those who embody “the unrefined, anti-establishment attitude of skate, street, and surf and don’t want to check their personality when on the bike.” In other words, if Rapha is the straight-A kid on their way to the Ivy leagues, Attaquer is its rebellious little brother who is dropping out of school and shunning elitist rules. And it’s doing so in bold style, showcased through products like the limited edition All Day jersey that looks like it was collab with Liquid Death.
If you’re looking for a brand that leans into the archetype of the new-age cyclist––one who does away with cycling’s archaic étiquettes, rituals, and formalities––look no further.
Pedla
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Another uber-cool brand straight from Down Under, Pedla has earned street cred through its handsome, sophisticated, and minimalistic-yet-recognisable kits ever since it was founded in 2013. Riding in Pedla offers two key signals to other riders: you know your way around a bike, and you have refined taste.
Having been founded by two avid cyclists, Pedla’s garments often carry subtle branding with outsized functionality. Each piece ensures optimum flexibility, breathability and temperature-regulation for both short and long-haul adventures, such as their bestselling Classic Jacket (an unbeatable value).
Whether you're in search of high-performance jerseys, statement socks, or just something that says “I’m in the know without needing to tell you I'm in the know,” Pedla has you covered.
In the old days, bike gear would sacrifice style in the name of functionality. The difference with this new cohort of cool kid cycling brands is that they don’t perceive the two to be mutually exclusive. They took the style on the streets and merged it with the technical requirements of serious riding.
While these brands may still lack major influence beyond the bike lane, they've ignited a cycling boom that’s here to stay. Whether you're a rider or just an innocent bystander watching sleek spandex-clad cyclists whiz by, let’s just be grateful that cycling's fashion faux pas are firmly in the past.
