Sugoi has always known how to do things differently with a philosophy deeply rooted in its origins. 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 on the West Side of Vancouver. From the beginning, their idea was not only to design the best cycling shorts but also to create them from the best possible fabric. It was in Japan, while they were researching the most incredible fabric, 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.

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