Pas Normal Studios Opens First Flagship Shop in Shanghai, China
Pas Normal Studios is proud to announce the opening of its first flagship shop in Shanghai, located at No. 110-2 Xiansuo Phase 1, Jing’an District. This marks a significant milestone in the brand’s global expansion following the recent opening of its China business unit in November 2024 and underlines its commitment to serving the fast-growing cycling community locally.
The flagship shop will serve as a multifunctional space that goes beyond retail with an emphasis on fostering community among dedicated cyclists locally. Designed to immerse visitors in the Pas Normal Studios universe, the space features a dedicated in-store cafe that brings Danish baked goods and artisanal coffee to locals, the brand’s Mainline, T.K.O. Off-Race and PAS collections, as well as an ongoing calendar of rides, community activations, and cultural experiences.
The new flagship store opens to the public starting Friday, 19 September 2025.
The flagship shop will serve as a multifunctional space that goes beyond retail with an emphasis on fostering community among dedicated cyclists locally. Designed to immerse visitors in the Pas Normal Studios universe, the space features a dedicated in-store cafe that brings Danish baked goods and artisanal coffee to locals, the brand’s Mainline, T.K.O. Off-Race and PAS collections, as well as an ongoing calendar of rides, community activations, and cultural experiences.
The new flagship store opens to the public starting Friday, 19 September 2025.
Our entry into Shanghai marks an exciting new chapter for the brand - a bold step that reflects both our ambition and our commitment to serve a truly global community of riders. China’s cycling culture is evolving at incredible speed, with Shanghai at the heart of this transformation: a city where performance, style, and innovation meet. By establishing a presence here now, we’re connecting directly with one of the world’s most dynamic markets at a time when demand for premium cycling apparel is growing faster than ever.
Peter Lange, CEO & Founder, Pas Normal Studios
Opening weekend events
Friday, 19 September – Grand Opening Ride
Cyclists are invited to join a social road ride departing from the new flagship shop, followed by a breakfast and coffee session back in the store. The ride is open to all and reflects the brand’s commitment to fostering community through cycling.
Saturday, 20 September, from 2 – 4 PM local time – Press Session & Media Workshop
The dedicated media session will offer the press a deep dive into the brand’s design philosophy, product innovation, and future vision. The session includes a brand presentation, product review, Q&A, and a hands-on media workshop.
Saturday evening – Grand Opening Party
The weekend culminates in an in-store celebration with music, drinks, and a curated crowd of culture-makers, riders and creatives. This evening is an invitation to experience the intersection of cycling and culture, as defined by Pas Normal Studios.
Images of the store can be accessed here.
For press queries, event attendance or interviews, please contact:
Melanie Larsen
Communication & Partnerships Coordinator (she/her)
mel@pasnormalstudios.com
+4553501451
About Pas Normal Studios
Pas Normal Studios is a Copenhagen-based brand of contemporary, technical cycling clothing. The concept of Pas Normal Studios is to create technically perfect apparel, combined with visionary aesthetics. Through innovative designs, brand collaborations, and sourcing of new production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a different context. The brand honours the great traditions of cycling, but is above all committed to the patterns and colours that define state of the art fashion today. The uncompromising attention to detail and hand-made, sustainable quality is paired with an inspired take on today's look and feel. Pas Normal Studios produces high-end clothing with textiles and methods at the same level as demanded by professional riders - but at the same time, all styles are created for long-term usage and durability. Based in Scandinavia, but with a specific international element, Pas Normal Studios can now be found globally at retailers and online.
www.pasnormalstudios.com
Friday, 19 September – Grand Opening Ride
Cyclists are invited to join a social road ride departing from the new flagship shop, followed by a breakfast and coffee session back in the store. The ride is open to all and reflects the brand’s commitment to fostering community through cycling.
Saturday, 20 September, from 2 – 4 PM local time – Press Session & Media Workshop
The dedicated media session will offer the press a deep dive into the brand’s design philosophy, product innovation, and future vision. The session includes a brand presentation, product review, Q&A, and a hands-on media workshop.
Saturday evening – Grand Opening Party
The weekend culminates in an in-store celebration with music, drinks, and a curated crowd of culture-makers, riders and creatives. This evening is an invitation to experience the intersection of cycling and culture, as defined by Pas Normal Studios.
Images of the store can be accessed here.
For press queries, event attendance or interviews, please contact:
Melanie Larsen
Communication & Partnerships Coordinator (she/her)
mel@pasnormalstudios.com
+4553501451
About Pas Normal Studios
Pas Normal Studios is a Copenhagen-based brand of contemporary, technical cycling clothing. The concept of Pas Normal Studios is to create technically perfect apparel, combined with visionary aesthetics. Through innovative designs, brand collaborations, and sourcing of new production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a different context. The brand honours the great traditions of cycling, but is above all committed to the patterns and colours that define state of the art fashion today. The uncompromising attention to detail and hand-made, sustainable quality is paired with an inspired take on today's look and feel. Pas Normal Studios produces high-end clothing with textiles and methods at the same level as demanded by professional riders - but at the same time, all styles are created for long-term usage and durability. Based in Scandinavia, but with a specific international element, Pas Normal Studios can now be found globally at retailers and online.
www.pasnormalstudios.com