Sugoi has always done things differently with a philosophy deeply connected to its roots. Sugoi is the result of a fantastic union between a fashion designer, Carol Prantner, and a competitive cyclist, David Holland.

In 1987, Sugoi was born in Carol and David's garage in West Side Vancouver. From the beginning, their idea was not only to design the best cycling shorts, but to create them from the best fabric possible. It was in Japan, while researching the most incredible fabric available, that they learned that the word "incredible" translates to "sugoi" in Japanese.

Sugoi offers a range of technically advanced clothing and accessories for all conditions and for everyone. Whether you are an athlete or a beginner, you will find your own identity through the Sugoi culture.

Sugoi is above all an invitation to the passion of cycling, it is inclusion, freedom and quality.