Pas Normal Studios Taps Pirelli For Limited-Edition Anniversary Collaboration
HYPEBEAST speaks to founder Karl Oskar-Olsen ahead of its release.
You are reading your free article for this month.
Members-only
Following the launch of its “Escapism” capsule last month, Cycling label Pas Normal Studios has unveiled its new collaborative collection alongside Italian tyre manufacturer Pirelli to celebrate its 150th anniversary.
The capsule — which is available in extremely limited quantities — comprises a T-shirt, bidon, socks, cap and musette, each of which is decorated with each brand’s signature logos.
“From a design perspective it was an old dream that came to life to actually work around the Pirelli Logo,” explained Karl Oskar-Olsen, Pas Normal Studios founder. “I think most people within the industry or people who follow Italian sports has some kind of personal attachment to that logo.”
Showcased with a lookbook shot by photographers Ashley and Jered Gruber, the collection is captured in Tuscany, Italy, one of the most picturesque locations in Europe for cycling. “We shot the campaign with two of my favorite industry photographers in and around Sienna, it was a cycling experience like no other,” continued Oskar-Olsen. “The area is so rich in cycling heritage. The sterrato and punchy hills were the most fitting way to test the product.”
The capsule is rounded out with a set of Pirelli P ZERO™ Race TLR-tyres which sees the Pas Normal Studios branding sat alongside the signature yellow Pirelli logo. “We have been riding Pirelli tires since they came on the market and this further consolidates our relationship, and I can’t find a better way to celebrate the brand’s 150 years birthday than with this collection.”
The full Pas Normal Studios x Pirelli collection is available to buy now from the Pas Normal Studios webstore.
In other news, The Arrivals has teamed up with MAAP for a cycling adventure capsule.
