Pas Normal Studios opens its first store in the United States

For its first US store, Pas Normal Studios played up its design-centric Danish roots with help from the Copenhagen-based design team at OEO.

As many might expect, the new bike-friendly clothing store offers an American twist on minimalism and cleanliness. Think clean lines and plenty of light. Located in San Francisco's Lower Haight neighborhood, the Pas Normal Studios outpost is strategically located near the city's "Wiggle" bike path, a few parks, and restaurants. The company's co-founder and chief creative officer, Karl-Oskar Olsen, cited San Francisco's track record for embracing "the power of cycling" as one of the reasons the brand began its journey in the United States. . This is the company's fifth store.

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In 1971, the San Francisco Bicycle Coalition was formed by an assortment of environmental and neighborhood groups, launching the city's bike-friendly reputation. In 2021, the city's bicycle network consisted of 463 miles and the total number of bicycles was 4.7 million, according to the San Francisco Municipal Transportation Agency. Some cities count trees, San Francisco counts bikes.

The Danish brand chose a location close to the city's 'Wiggle' cycle path. Photo courtesy

OEO Studio's portfolio includes work at the Designmuseum in Copenhagen, Michelin-starred restaurants - Inua in Tokyo and Kadeau in Copenhagen - and condominiums in Halong Bay for Epikurean Hotels & Lifestyle, among other businesses. The interdisciplinary design studio has also established Pas Normal Studios stores in Seoul, Taipei and elsewhere.

Olsen and co-founder Peter Lange, who is the chief executive, will lead a Friday morning bike ride ahead of a one-day launch event at 799 Haight Street on Friday. Guests and shoppers will find Pas Normal Studio's full range, including its Escapism, Mechanism and Essential collections, as well as the Porter-Yoshida & Co collaboration.

The Porter-Yoshida & Co. collaboration models are available in store.