Impact & Responsibility

Cycling has the potential to create lasting and meaningful positive change for communities and the environment. We have a responsibility to promote this sport in the best way possible - by pushing the boundaries and making the right choices. We aim to become an industry leader in sustainable practices and reporting. We want to ensure that everyone involved in Pas Normal Studios is safe, healthy, and working responsibly.

Our mission is to provide high-end, technically perfect cycling apparel combined with visionary aesthetics through honest, fair and transparent business.

To achieve our goals, we will continue to create a positive impact on the people we work with and strive to make our products through more sustainable processes. We look to create a purposeful impact on the communities we interact with and on the planet we share.

Our duties span the entire value chain: from the everyday operations of our business and the sourcing of the raw materials to the manufacturing of our products and their life-cycle. This means we must take responsibility for all our decisions: from the fabrics we choose and the events we hold to the coffee we use in our office.

We are fully aware that the linear system of 'take-make-dispose' is highly unsuitable for the long-term health of people and the planet. We need to work towards a radical change to achieve sustainability in society and our industry. While this radical change will not happen overnight, we can improve current practices to reduce our impact with our sights firmly set on long-term goals.

Recently we have been working on several initiatives such as improving packaging, working with students on collaborative projects, and providing more information about how to care for our products. We understand that these improvements are not the final answer, but we are sure that these steps towards improvement will have a substantial impact.

In the coming months, we will be sharing more information about our ongoing projects and our corporate social responsibility.

Our work in progress

Recently we have invested resources into benchmarking and measuring our current impact on people and the planet. This is the first step to improving our activity. It is vital as it will allow for hotspots to be identified, and allow for measurable improvements to be recorded.

As an organization, we engage with communities and environments across the globe. From group rides in North America to material suppliers in New Zealand, our activity is felt in many forms. It is our responsibility to ensure the effects of our activity benefit these stakeholders as much as possible. We must empower people working with us, to improve lives and contribute to development.

We always seek to do business in a clean, safe, fair, transparent and accountable way. We work closely with partners and expect them to follow suit on our mission to raise the standard of living globally while respecting ecosystems. We are responsible for the consequences of our actions and must work with partners to track and reduce our use of resources such as water and energy. Our responsibility and impact cover social, economic and environmental affairs, and our increasing agency provides greater opportunity to positively develop our activities. You can read about some of our partners here.

Impact & Responsibility are vital subjects all organizations must record and develop. In the short term, we will work to improve and optimize to reduce our impact on the planet, while encouraging long-term systemic change within the industry and society to pursue a net positive impact on the planet.

Why is it important?

Documenting and reporting on our impact is a crucial step towards improving our operations. Setting realistic science-based goals will encourage sustainable innovation towards better performing, and less impactful products. Recording and improving our activities is key to the future success of Pas Normal Studios, and we recognise our duty to act responsibly and be accountable for our actions. Reporting and showing an ambition to improve will push the industry towards more responsible practice. From an environmental perspective, we aspire to create a positive impact on ecosystems, diversity, and resources. From a social standpoint, we aim to play a part in reducing poverty and inequality across the globe. At an economic level, it is our duty to act in a responsible, honest, and fair way, pursuing sustainable growth and improving processes to be as positively impactful as possible.

How can it be achieved?

Improving the cycling industry will take innovation and research. The industry must encourage new technologies and identify ways to reduce resource consumption. Most fashion and sportswear brands follow the same linear model of take-make-dispose. This model must be replaced on a systemic level. In the meantime, we can optimise our current business model to make a positive impact on stakeholders. These improvements will encourage industry and society to make the radical change necessary.

We will be part of this mission by measuring our current impact, identifying areas to improve, setting goals, and working to find innovative ways to enhance our positive impact on communities and the environment.

Who needs to be involved?

The UN has outlined 17 targets for the world to achieve by 2030 which we fully support. This project is a global effort. We understand our role in this project, and aim to make a positive contribution by reporting and setting goals to improve our organisation. All taking responsibility for our actions and working to improve our operations will lead to positive change throughout society.

Highlights in 2020

GCO Project

Grøn Cirkulær Omstilling (GCO) or “Green Circular Transition" is a nationwide program to accelerate SME's towards a circular economy conversion. The project is funded by the EU and consists of workshops, collaborations and tools to identify hotspots, measure impacts, and plan a conceptual circular business model. The initiative aims to educate organisations about sustainability and circular economy while guiding them through the process of identifying viable development opportunities. We have been taking part in this initiative since November 2020 and will complete the course in 2021.

Second-Life Stock

We are currently piloting a program to give a second life to used and broken products that were previously destined for disposal. The program collects prototypes, photo samples, and warranty claims, and seeks to find new owners for the products. Broken and torn items are repaired in-house, while lightly-used products are washed. These products are then available to employees, family, and friends. This scheme has found use for over 200 products in 9 months. The goal for the scheme is to bring these products to a wider audience, by partnering with local cycling clubs or international charities.

Deadstock Redistribution

We worked with a student group from Aalborg University to develop a solution for excess material and dead-stock redistribution. As a common consequence of producing low volumes in bespoke designs, some materials and products are left over. This may be due to minimum quantity orders of material, offcuts, samples, prototypes, or manufacturing faults. All of these resources are valuable, meaning there is an opportunity to recirculate these materials. The group identified a solution by creating a management system to assess and reallocate the resources to retain the most value possible and reduce waste. We are looking to implement this in 2021.

Product-Service System Concept

Working with another project group of Sustainable Design Engineering students allowed us to gain knowledge about alternative business models and circularity. The project explored opportunities to implement circular economy principles into the company. The well-known issues with a linear business model are only solvable with novel ideas and innovation. The group worked to develop an end-of-life service for products, retaining the most value possible and avoiding disposal. The ideas and concepts generated throughout this project will be developed in 2021 with a view of implementation within 12 months.

Progress in 2020

Overall Progress

  • Worked with Sustainable Design Engineering teams on projects to improve our operation procedures.

  • Successfully applied to the GCO initiative to encourage Circular Economy.

  • Began to utilise the Higg Index developed by The Sustainable Apparel Coalition.

  • Created new roles in the company focused on sustainability and responsibility.

Culture & Community

  • Grew our Strava club to 18500+ members.

  • Identified that 100% of our employees cycle or walk to work most days.

  • Opened our store in Palma, Mallorca.


  • Started communicating with our Tier 1 & 2 partners to ensure they are informed of our expectations and standards. This will be reinforced with a Code of Conduct.

  • Mapped a complete supply chain on our most popular products to improve traceability.

  • Worked closely with our partners to support them through Covid-19 restrictions and disruptions.


  • Identified composition of all products released in 2020.

  • Integrated “Preferred Material List" as a tool to make better decisions in the design phase.

  • Worked with material suppliers to identify less impactful material alternatives to some of our fabrics.


  • Updated and improved our shipping packaging to use fewer resources and improve recyclability.

  • Designed and developed new product packaging set to be launched in 2021.

  • Removed superfluous materials from our shipment packages.


  • Started a repair program to fix selected damaged products from the crash replacement program, allowing these products to be used again for testing and prototyping.

  • Published a care guide to help users look after their items.

  • Initiated a pilot project to repurpose and redistribute samples and prototypes.

If you have any questions or feedback, please send us an email at