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For years, hard-core endurance athletes have known SUGOI as manufacturer of the most incredible, and incredibly hard-working, apparel in endurance sports.

For years, hard-core endurance athletes have known SUGOI as manufacturer of the most incredible, and incredibly hard-working, apparel in endurance sports.  In fact, "incredible" is exactly what SUGOI means in Japanese and for over 20 years, we've been working diligently to make sure we live up to our name.

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.

Strive to Go Beyond

Whether it's an ironman, a local crit or a 5K, possibly the most gratifying part of the competing is the journey to the starting line. The training, the preparation, the commitment you make to yourself to go beyond in order to achieve your goal. This is what motivates the people who wear SUGOI. They're the ones who inspire us to create the finest performance gear in the world.

They're the ones we go beyond for.
Like them, we understand how the right gear can enhance an athlete's performance. It's why we focus on every last detail when designing and constructing our products. Utilizing only the finest state-of-the-art materials and fabrics from around the world. And because form is nothing without function, we prove our gear in the unforgiving conditions and harsh terrains of British Columbia. We do all this so that everything we create works seamlessly with the human body. We go beyond, so that everyone who wears our gear can do the same.

More on how Sugoi GOES BEYOND the limits »

Technical Advantage

Like the athletes who wear our apparel, we strive to stay ahead, setting a pace that others can't match. From our intuitive designs and state-of-the-art materials to our leading-edge jersey customization and fashion-forward thinking, we're committed to pushing the boundaries of what is accepted as the norm. And while those who wear our gear sacrifice when training and competing in the sports they love, they never have to sacrifice when it comes to Sugoi. Our gear looks as good as it performs. It boosts their confidence from the moment they put it on to the moment they cross the finish line.

More about our Technical Advantage »


SUGOI is committed to participating in the communities we operate in by supporting a number of charitable organizations and events such as the Ride to Conquer Cancer rides throughout Canada, the National Multiple Sclerosis Society MS150 rides across the US and Team in Training.

More about Advocacy »