It's no secret that the bicycle industry is in the midst of a tumultuous time; when the COVID pandemic shut down the world, the industry was on a roller coaster ride. First there was the shutdown, then there was unprecedented demand, and then there was the global supply chain meltdown. When retailers finally began to catch up with demand and the supply chain began to function again, the fate of the global economy changed. Demand cooled as old orders moved through the system. As a result, there is an oversupply of bikes, and layoffs are rocking the industry.

Amidst this deluge of negative news, hope remains. Just as Specialized has steered away from adventure and toward racing, other brands have assured us that adventure is not dead. There are always winners and losers in any economic situation, but now there are opportunities for those in the right positions. One such brand is PAS Normal, which is taking a gamble by opening its first U.S. store.

As a brand, PAS Normal has so far built its success on a fashion foundation. I previously reviewed a jersey from Mechanism, and my point of contention at the time was color and performance for design. With that jersey, the brand was already a contender for best cycling jersey, and now it continues to evolve. Products are in development to change that perception and are still on store shelves, but it is a path that other well-established brands often take. Starting from fashion and evolving into performance is not something new; in fact, it is quite normal. Pa-normal is French for "unusual." That seems like a problem for a brand that is following in the footsteps of others. Or perhaps not.

It is true that PAS Normal came from the mind of someone who knows fashion. Carl Oskar Olsen is the founder and current creative director of PAS Normal. He is also a graduate of the Royal Danish Academy of Design and has just stepped away from the fashion brand Wood Wood, which he started right out of school. Although an avid cyclist, he is also creative, and you can sense his passion for art in every conversation. His influences find balance with Peter Lange.

Lange is a racer beyond my rank. He's not afraid to rub shoulders on a casual group ride, but he's also a logistics man with business school and relationships in the industry When the first kit went into production in 2015, it was Lange who handled the logistics. It was Lange who talked about the logistics of why the two decided to import the wood used in the design for the new San Francisco store from the Danish architectural firm OEO.

What sets PAS Normal apart from MAAP is the balance between art and logistics; PAS Normal's look is less graphic and more Danish, and its story is in the colors. Both have their place, but they are different. But MAAP is not the only obvious similarity. The other is Rapha, and this comparison can be felt in the new store.

While there are similarities between Rapha's store and PAS Normal's store, each brand has a different direction: Rapha is all about the adventure spirit and mixed terrain riding. mixed-terrain riding in its entirety. This change is a way to embrace people of all backgrounds and all levels of the sport, but at the same time leaves room for another brand that specializes in road cyclists. pAS Normal seems to see an opportunity there. Just as opportunities may present themselves in the U.S. as other brands shrink, opportunities may present themselves as other brands exit road cycling; PAS Normal does not need to ride a gravel bike, but a modern type of road cycling for adventure purposes attempts to capitalize on this.

In fact, PAS Normal is not trying to capitalize on this modern community, but rather to participate in and extend it. Walking up to the entrance, you see a sign that not only has a mix of drop rides and no-drops, but also balance training. This is an urban community that doesn't talk about adventure cycling, but still has something for all sorts of riders. It comes not only in discussions with Peter and Karl, but also when talking to sales clerks and customers.

One of the two clerks I spoke with was a young woman who, like many others, started riding in 2020. Unlike many others, she has been riding for a long time. In other words, she may not have a vast back catalog of experience, but she is dedicated, knowledgeable, and seems to mirror the customers she interacts with. Almost everyone in the store seemed to understand cycling and be excited about the store. Experience levels varied, but everyone was an avid cyclist and had been for some time.

Not everyone I spoke to had been on a ride, but most attributed it to the unusual amount of rain California has been getting. It seemed that everyone who lived in town knew about the ride and was excited about the prospect. There were also quite a few people in full Rapha kits who decided to stop by after riding past on the popular route outside called "The Wiggle."

The last passage is no coincidence either, and the location was identified; PAS Normal began with research and a successful pop-up in 2019. The brand found a way to blend into the new location and help enrich the existing community.

This plan was not hatched in the heady post-2020 era of the cycling boom, and no one is trying to find their feet back in an earlier era. There is a plan to grow slowly with targeted locations and specific communities.

The future is bright as PAS Normal is about to embark on a new chapter, prioritizing performance over fashion. Premium cycling brands are investing heavily. It is an investment in a vision of American cycling that others have abandoned. I take this as a positive sign, not only for one small brand willing to take risks in the face of all the negative press, but for the industry as a whole.