T.K.O. / P.N.S. / W.W.

Here at W.W. we have always known that our Creative Director and co-founder of Wood Wood, Karl-Oskar Olsen has a diverse and utmost productive creative output. As Creative Director of Wood Wood, Karl is also Head of Design and therefore responsible for the collections and presentations. His Masters degree from the Department of Space, Furniture and Set Design at the Design Academy at the Royal Danish School of Fine Arts made it natural for him to conceptualize and design the Wood Wood stores from the early years - nowadays in collaboration with external partners. Also deeply involved in the buying process for all Wood Wood stores, it's evident that Karl has a busy schedule.
But that's not all. Karl is also a passionate cyclist and co-founder of the International Cycling Club, Pas Normal Studios. In occasion of Wood Wood stores carrying Pas Normal Studios, it seemed almost too obvious not to get insights into what the world of Pas Normal Studios is all about through the words of Karl himself. So here we go - enjoy the below short interview with our very own Karl-Oskar Olsen.

Hey Karl! Alright, starting at the beginning, can you tell us about your relationship to cycling and when you first started riding?

I grew up in what some might refer to as a traditional cycling family. Both my brother and father were racing and most our weekends were planned out to go see them race. I naturally picked it up as well and rode up until I was 13-14 when I found out about skateboarding, graffiti and weed. I picked up the bike again in the beginning of my 20's and have been riding as much as possible since. My passion for the sport goes beyond really, not only the riding, but everything surrounding it like literature, films, poems, gear. It's the one thing I feel the most comfortable with.

What inspired you to start Pas Normal Studios and what is the origin of the name?

We were some friends riding that created our own kit. The kit got some attention and we thought - why not try to actually create something we want to ride in ourselves. Is it possible to create a premium cycling brand that reflects the time we live in and at the same time is at the absolute top level of functionality - What then seemed like an unrealistic dream, has in just three years become a factor on the international scene of cycling clothes and I'm quite surprised to experience that kind of demand.

The name Pas Normal is taken from Tyler Hamilton's book "The Secret Race" and refers to bike riders being not normal or out of the ordinary - something we can relate to as a brand and as persons. We had the pleasure of working with Tyler on a project recently and he loves the name, which actually meant a lot.

How does designing for Pas Normal Studios differ from designing for Wood Wood?

PNS started as the classic side project for us four friends that founded the brands - Peter Madsen who is now CEO, Brian Nygaard who has more than 20 years of experience with pro-tour cycling, board member and investor Tommy Petersen and myself. In the beginning everything was created either in the weekends or at late night sessions. Now there is a team of nine extremely talented persons at the office who all have their responsibilities. My role as creative head is to guide them in the best possible way so they can create and execute from there. Our aim is to make the best products in the market and there are no compromises allowed. Cycling clothes is very different from doing fashion. The creative part is very small compared to the technical part and bike riders are some of the most critical consumers out there because of all the demands there is to the product - is it aero, it is light, is it sweat absorbing, is it comfortable also after 10.000 km and so many washes. The cycling industry is constantly on the look-out for new fabrics and solutions, not only in the bikes but indeed also in the clothing.

One obvious difference between the two brands, seems to be that Pas Normal Studios is for professionals whereas Wood Wood is for 'regular people'. How does this effect the design and development process?

Well it naturally effects both really, but you can't really compare the two things in my opinion. Wood Wood is lifestyle and PNS is performance. Some might say that the difference between performance brands and lifestyle brands lies in the actual need and not need as lifestyle brands often are created as an illusion, whereas in sports there is an actual need because of all the functionalities. Another thing is that even if PNS at some point would open the door to an off-race capsule then it would always be cycling that was the starting point, and created by cyclists for cyclists whereas Wood Wood being a fashion lifestyle brand, is determinant to work in many different platforms and have a completely different approach. I find both extremely interesting.

In relation to the above question... Do you test everything yourself and if so, where is your favourite place to ride?

Yes indeed - testing by riding in the gear and making sure that everything meets our demands is crucial. I have been riding all over the world and there are so many good places to ride that I can't just pick one favourite place. I've been riding amazing places in Italy, Spain, France, Japan etc., but I haven't explored California on a bike yet - that is next on my agenda. But most of the times I go out north of Copenhagen and some days I feel I dont need to bike anywhere else.

What is special about the A/W 2018 collection currently available at Wood Wood stores?

The collection is just the third winter collection from PNS and we focused a lot on fabric, fit and craftsmanship to really stand up against the harsh and tough winter weather you experience going out. The collection was tested by some guys at the office together with two Norwegian ambassadors. They rode 950 km in 4 days from Tromsø in Norway to the Russian border. From there we adjusted the last bits before launching the collection.
Pictures: Pas Normal Studios

T.K.O. / P.N.S. / W.W.

Here at W.W. we have always known that our Creative Director and co-founder of Wood Wood, Karl-Oskar Olsen has a diverse and utmost productive creative output. As Creative Director of Wood Wood, Karl is also Head of Design and therefore responsible for the collections and presentations. His Masters degree from the Department of Space, Furniture and Set Design at the Design Academy at the Royal Danish School of Fine Arts made it natural for him to conceptualize and design the Wood Wood stores from the early years - nowadays in collaboration with external partners. Also deeply involved in the buying process for all Wood Wood stores, it's evident that Karl has a busy schedule.
But that's not all. Karl is also a passionate cyclist and co-founder of the International Cycling Club, Pas Normal Studios. In occasion of Wood Wood stores carrying Pas Normal Studios, it seemed almost too obvious not to get insights into what the world of Pas Normal Studios is all about through the words of Karl himself. So here we go - enjoy the below short interview with our very own Karl-Oskar Olsen.

Hey Karl! Alright, starting at the beginning, can you tell us about your relationship to cycling and when you first started riding?

I grew up in what some might refer to as a traditional cycling family. Both my brother and father were racing and most our weekends were planned out to go see them race. I naturally picked it up as well and rode up until I was 13-14 when I found out about skateboarding, graffiti and weed. I picked up the bike again in the beginning of my 20's and have been riding as much as possible since. My passion for the sport goes beyond really, not only the riding, but everything surrounding it like literature, films, poems, gear. It's the one thing I feel the most comfortable with.

What inspired you to start Pas Normal Studios and what is the origin of the name?

We were some friends riding that created our own kit. The kit got some attention and we thought - why not try to actually create something we want to ride in ourselves. Is it possible to create a premium cycling brand that reflects the time we live in and at the same time is at the absolute top level of functionality - What then seemed like an unrealistic dream, has in just three years become a factor on the international scene of cycling clothes and I'm quite surprised to experience that kind of demand.

The name Pas Normal is taken from Tyler Hamilton's book "The Secret Race" and refers to bike riders being not normal or out of the ordinary - something we can relate to as a brand and as persons. We had the pleasure of working with Tyler on a project recently and he loves the name, which actually meant a lot.

How does designing for Pas Normal Studios differ from designing for Wood Wood?

PNS started as the classic side project for us four friends that founded the brands - Peter Madsen who is now CEO, Brian Nygaard who has more than 20 years of experience with pro-tour cycling, board member and investor Tommy Petersen and myself. in the beginning everything was created either in the weekends or at late night sessions. Now there is a team of nine extremely talented persons at the office who all have their responsibilities. My role as creative head is to guide them in the best possible way so they can create and execute from there. Our aim is to make the best products in the market and there are no compromises allowed. Cycling clothes is very different from doing fashion. The creative part is very small compared to the technical part and bike riders are some of the most critical consumers out there because of all the demands there is to the product - is it aero, it is light, is it sweat absorbing, is it comfortable also after 10.000 km and so many washes. The cycling industry is constantly on the look-out for new fabrics and solutions, not only in the bikes but indeed also in the clothing.

One obvious difference between the two brands, seems to be that Pas Normal Studios is for professionals whereas Wood Wood is for 'regular people'. How does this effect the design and development process?

Well it naturally effects both really, but you can't really compare the two things in my opinion. Wood Wood is lifestyle and PNS is performance. Some might say that the difference between performance brands and lifestyle brands lies in the actual need and not need as lifestyle brands often are created as an illusion, whereas in sports there is an actual need because of all the functionalities. Another thing is that even if PNS at some point would open the door to an off-race capsule then it would always be cycling that was the starting point, and created by cyclists for cyclists whereas Wood Wood being a fashion lifestyle brand, is determinant to work in many different platforms and have a completely different approach. I find both extremely interesting.

In relation to the above question... Do you test everything yourself and if so, where is your favourite place to ride?

Yes indeed - testing by riding in the gear and making sure that everything meets our demands is crucial. I have been riding all over the world and there are so many good places to ride that I can't just pick one favourite place. I've been riding amazing places in Italy, Spain, France, Japan etc., but I haven't explored California on a bike yet - that is next on my agenda. But most of the times I go out north of Copenhagen and some days I feel I dont need to bike anywhere else.

What is special about the A/W 2018 collection currently available at Wood Wood stores?

The collection is just the third winter collection from PNS and we focused a lot on fabric, fit and craftsmanship to really stand up against the harsh and tough winter weather you experience going out. The collection was tested by some guys at the office together with two Norwegian ambassadors. They rode 950 km in 4 days from Tromsø in Norway to the Russian border. From there we adjusted the last bits before launching the collection.
Pictures: Pas Normal Studios
PNS A/W 18 now available at W.W. Copenhagen, W.W. Souvenir Shop and woodwood.com.