Sugoi

For years, hard-core endurance athletes have known Sugo as making the most incredible, and incredibly hard-working, apparel in endurance sports. In fact, incredible is exactly what Sugoi means in Japanese. For over 20 years, Sugoi has been working diligently to make sure they live up the their name.

Sugoi's journey began when bicycle racer David Hollands and Carol Prantner, a fashion student, founded the company in 1987. The upstart 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.

Twenty years hasn't changed Sugoi's relentless focus on making workouts a great experience, but the company has certainly changed. Today, Sugoi has more than 250 employees and their expansive catalogs offer hundreds of technical garments and accessories, including underlayers, jackets, shorts, socks and hats.