Pas Normal Studios – D2C Ranking & Growth Metrics
Technical cycling apparel with a contemporary design aesthetic
Last updated · August 2026 edition · method v1.2
Pas Normal Studios ranks #60 of 312 D2C brands in the August 2026 edition and #14 of 63 in Apparel, down 2 places on last month. We estimate Pas Normal Studios' revenue is flat year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in May and April. Among apparel brands selling cycling apparel, its closest competitor is MAAP (#26).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Pas Normal Studios is today: #60 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Pas Normal Studios' revenue growing?
We estimate Pas Normal Studios' revenue is flat year on year (high confidence). Branded search is declining and site traffic is steady year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Pas Normal Studios growing?
Pas Normal Studios' Momentum score is 43.3, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #64 to #60 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Pas Normal Studios
Pas Normal Studios is a Copenhagen-based brand of technical cycling clothing, designing apparel for road cyclists who want performance garments with a contemporary aesthetic. The brand organises its range into collections such as Mechanism, Escapism, Essential and Off-Race, covering jerseys, bibs, jackets and accessories for men and women, alongside footwear-adjacent items like helmets and socks. It also collaborates with outside partners, including outdoor and lifestyle brands, on limited collections.
The brand sells through its own website and flagship stores in cities including Copenhagen, Palma, Munich, San Francisco, Singapore, Seoul, Taipei and Shanghai, as well as through international stockists. Pas Normal Studios positions itself between cycling performance wear and fashion, aiming to combine technically engineered fabrics and construction with design details drawn from contemporary clothing rather than traditional cycling kit. It also sponsors professional cycling teams and runs a cycling club under its own name.
Pas Normal Studios branded search volume
How often people search for Pas Normal Studios by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining. Demand is seasonal, peaking in May and April and lowest in December.
Pas Normal Studios' audience, products and channels
Social audience
- Instagram pasnormalstudios 331,316
- YouTube pasnormalstudios 24,000
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in Sweden, Australia, Canada and Germany.
Ecommerce stack
- Customer serviceGorgias
- Cross-borderGlobal-e
- PaymentsKlarna
Tools detected on pasnormalstudios.com; detection covers common apps and may miss some.
Pas Normal Studios competitors
The apparel brands closest to Pas Normal Studios: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Performance cycling apparel and kits from Melbourne
Cycling and outdoor apparel for road and gravel riders, based in Nice.
Timeless, USA-made cycling apparel and accessories from San Francisco
Technical cycling and outdoor apparel designed and tested in Squamish, BC
Premium cycling clothing and accessories for road, gravel and mountain biking.
Pas Normal Studios vs MAAP
MAAP leads on both size and growth: Scale 63.0 against 56.5, and Momentum 51 against 43. See MAAP's page.
| August 2026 | Pas Normal Studios | MAAP |
|---|---|---|
| Overall rank | #60 | #26 |
| Apparel rank | #14 | #8 |
| Scale (size) | 56.5 | 63.0 |
| Momentum (growth) | 43.3 | 50.5 |
| Branded search | 62 | 75 |
| Site traffic | 45 | 49 |
| Social audience | 64 | 65 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Pas Normal Studios: common questions
What does Pas Normal Studios sell?
Technical cycling apparel with a contemporary design aesthetic. Known for: Mechanism collection, Escapism collection, Essential collection, Off-Race collection and Falconer helmets.
Where is Pas Normal Studios from?
Pas Normal Studios is based in Copenhagen, Denmark.
Where can you buy Pas Normal Studios?
Pas Normal Studios sells through its own online store. Its online store is at pasnormalstudios.com.
When was Pas Normal Studios founded?
Pas Normal Studios was founded in 2014.
Is Pas Normal Studios' revenue growing?
We estimate Pas Normal Studios' revenue is flat year on year (high confidence). Branded search is declining and site traffic is steady year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Pas Normal Studios' competitors?
Pas Normal Studios' closest competitors in the Apparel category are MAAP, Café du Cycliste, Ornot and 7mesh.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.