SUGOI's journey began when bicycle racer David Hollands, and Carol Prantner, a fashion student, founded the company in 1987. The start up originated as a basement operation in the outdoor playground of Vancouver, British Columbia. The initial product merely consisted of bike shorts, made to address the short supply of genuine technical cycling apparel, which all came from Japan or Europe at the time. These humble shorts contained the genesis of the original SUGOI ethic of innovation and excellence and soon enough, other competitors wanted the shorts too. SUGOI quickly earned an almost cult-following among athletes seeking the best performing, best-looking apparel available.

In February 2008, Dorel Industries Inc., bought SUGOI from Pegasus Capital Advisors, which acquired SUGOI in 2005. This acquisition made SUGOI part of the Apparel Footwear Group (AFG) along with all of the industry leading brands in the Recreational/ Leisure division.

Over twenty years after it began, SUGOI has grown into a company which offers literally hundreds of technical garments and accessories, including layering pieces, jackets, shorts, socks and hats. With distribution throughout North America, Europe, and Asia, SUGOI is truly an international brand.

In 2011 SUGOI stepped on to the world stage, when we were named the technical apparel sponsorship for the Liquigas-Cannondale pro-cycling team.

SUGOI keeps growing, but in many respects we're still the same company simply striving to make incredible apparel - gear that we want to wear during a workout or race. Sugoi’s employees are still housed in Vancouver, BC, working with a commitment to quality and innovation that will ensure that the next 20 years are even more incredible than the first.
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