028 - Pas Normal Studios – How cultural power and fashion shape a new generation of cyclists - with Ida Holmen

Pas Normal Studios has become one of the most influential brands
in modern cycling culture. Few labels manage to blend
performance, aesthetics and community as seamlessly. In this
episode, Marius and Tim sat down with Ida Holmen, the CMO helping
shape that identity, and explore a story that reaches far beyond
cycling.





Ida’s background is anything but traditional for our industry.
She comes from skateboarding, streetwear and outdoor brands like
Volcom, Skullcandy, Urbanears, The North Face and Klättermusen.
That mix of subculture, design sensibility and cultural intuition
is exactly what she brings into the world of cycling. Her
perspective is fresh, humorous, confident and driven by a deep
understanding of how communities and brands are built from the
inside out.





We talk about the early days of Pas Normal Studios, how design
and performance became inseparable, why minimalism suddenly works
in cycling and how a small idea among friends grew into a global
movement. Ida shares how she approaches storytelling and content,
why authenticity matters more than perfection and how the brand
stays grounded even as it expands across continents.





This conversation offers a rare look behind a brand that has
become a benchmark for modern identity in the bike world. And it
reflects exactly what makes Ida so compelling as a guest:
openness, sharpness and an infectious excitement for the culture
around riding.





If you want to understand why Pas Normal Studios resonates so
deeply and how contemporary brand building really works in
cycling, this episode is for you.





Learn more about Pas Normal Studio


https://pasnormalstudios.com





To learn more about us go visit


https://adlips.io





Thanks for listening 🫶