Pas Normal Studios Strengthens Leadership Team with Key Hires: Ida Holmen as Chief Marketing Officer & Linden Mallory as Chief Product Officer
With an unwavering focus on craftsmanship, technical performance, and modern aesthetics, Pas Normal Studios has established itself as a defining force in premium cycling apparel. As the brand expands its global reach, investing in top-tier talent is essential to further strengthen its product development and marketing communications.
Pas Normal Studios is more than just a cycling brand. It’s a culture, a community, and a driving force in modern cycling. What sets it apart is its ability to blend performance and aesthetics in a way that resonates deeply with riders worldwide. I’m incredibly excited to join the team and help strengthen the brand’s global presence while staying true to its roots. My focus will be on building authentic connections, elevating our storytelling, and ensuring that Pas Normal Studios continues to inspire cyclists at every level.
Ida Holmen, Chief Marketing Officer at Pas Normal Studios
Pas Normal Studios has built a deep-rooted legacy and earned unwavering loyalty in the global cycling community through its commitment to quality, performance, and impeccable design. More than simply apparel, its products are designed to enable richer, more immersive experiences— shaped by heritage, craftsmanship, and a profound connection to both the origins and future of the sport. I’m honoured to join this powerful team in pushing the boundaries of function and performance for our global community in the years ahead.
Linden Mallory, Chief Product Officer at Pas Normal Studios
A Future Defined by Innovation & Brand Development
With these new additions to the leadership team, Pas Normal Studios is poised to further its
global impact, ensuring that its product innovation and brand storytelling continue to inspire
cyclists worldwide.
“We are excited to welcome Ida and Linden to Pas Normal Studios at a pivotal time in our journey. Their expertise will be crucial in shaping the future of our brand - Linden’s deep knowledge of performance-driven product development and Ida’s strategic approach to brand building and communication will help us continue to push boundaries in cycling apparel. As we expand, investing in exceptional talent is key to maintaining our position as an industry leader.
Peter Lange, CEO and co-founder of Pas Normal Studios
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
For press queries or additional information, please contact:
Melanie Larsen (she/her)
Communication & Partnerships Coordinator
mel@pasnormalstudios.com
+45 5350 1451