Rips, burns, tears, and damages due to accidents, improper care, misuse, or the natural breakdown of colors and materials over time About Sugoi
For years, hardcore athletes have known that Sugoi makes some of the most hard-working apparel in endurance sports. For over 20 years, the company has been working diligently to make sure it lives up to its name. Sugoi's journey began when David Hollands, a bicycle racer, 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 consisted merely 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, it has more than 250 employees. Its expansive catalogs now offer hundreds of technical garments and accessories, including underlayers, jackets, shorts, swimsuits, socks, and hats. With distribution throughout North America, Europe, and Asia, Sugoi is truly an international brand.
Ironman winners, world champions, and Olympians--they've all worn Sugoi, and they continually provide the company with flattering feedback on its range of apparel. The people at Sugoi admit that they revel in such praise from the ranks of the elite, but they've always known their success derives from recognizing and serving the needs of their core customer: the committed, everyday athlete.
