Copenhagen’s Pas Normal Studios has teamed up with JJJJound – the Canadian moodboard-turned-design-studio with a cult following and a notoriously precise eye – to reimagine the modern cycling uniform. The result is a limited-edition capsule that speaks fluently in both performance and restraint. Pas Normal Studios x JJJJound lands online June 19.
At the centre of it all is a sublimated jersey printed with a Monet landscape. It's a serene, pastoral moment pulled straight from the Impressionist canon and placed in the middle of one of cycling’s most technical garments. It’s a thoughtful juxtaposition. Nature and nylon, heritage and hyper-modernity, a nod to the romance of cycling’s past and the stark minimalism of its present. And crucially, it looks good – in that quiet, understated way JJJJound has built a career out of perfecting.
Also in the mix: Pas Normal’s signature Mechanism Bibs in black, a crisp mesh base layer, tonal socks and a matching bidon. All rendered with the same level of obsessive design restraint. Branding is subtle. Performance is very much not. It’s cycling kit, yes, but filtered through the lens of two brands that care deeply about how things feel. And perhaps even more about how they look.
Pas Normal Studios x JJJJound: Not normal
Pas Normal Studios has built its reputation on tailoring race-ready apparel to an aesthetic that wouldn’t look out of place in a Kinfolk spread. JJJJound, for its part, brings a studied minimalism and cultural cachet that turns even the most technical pieces into quiet luxury staples. This collaboration, then, is as much about mood as it is about mileage – an exercise in tonal harmony, function, and fit.
It’s rare that a cycling jersey says something without shouting. This one does – and it does so with a Monet painting on the front. The Pas Normal Studios x JJJJound capsule drops globally on June 19 at 8 a.m. ET via pasnormalstudios.com and jjjjound.com. Expect it to move fast – on and off the bike.
Next up: These alternative cycling brands are shaking up the industry.
