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For years savvy cyclists have known that Sugoi makes some of the most comfortable, warm, and incredibly hard-working cycling clothing available. In fact, “incredible” is exactly what Sugoi means in Japanese. And, Sugoi has been working diligently for two decades making sure their clothing lives up to their name.
Sugoi’s journey began when bicycle racer David Hollands, and Carol Prantner, a fashion student, founded the company in 1987. The upstart originated as a basement operation in the outdoor playground of Vancouver. The initial product merely consisted of bike shorts. However, these humble shorts contained the genesis of the original Sugoi ethic of innovation and excellence.
Today, Sugoi has more than 250 employees and their expansive selection of technical garments and accessories includes shorts, jerseys, base layers, jackets, tights, warmers, swimsuits, socks, hats and more! And all this “incredible” clothing and apparel has been tested, proven and perfected by World Champions, Ironman winners and Olympians.
Sugoi knows their success is derived from recognizing and serving the needs of their core customer: the committed everyday athlete. After all, that’s who they are; you can tell by the bikes in their parking lot and the running shoes on their feet. They’re still located in Vancouver, and in an increasingly outsourced world, they’re proud that a large portion of their products are still made with passion and expertise inside the walls of Sugoi’s two buildings.
Swing by the shop and let us show you why we’re so excited about Sugoi bicycle clothing and apparel and learn what it can do for you!