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Impact Report 2023


We have a responsibility to promote our sport towards more sustainable norms.

As a high-performance cycling apparel brand, we acknowledge our responsibility to promote sustainability within our sport by addressing social and environmental challenges. Through transparent measurements of our impact and commitment to responsible business practices, we strive to create lasting improvements for both the environment and the communities we engage with.

On this page, we give you a snapshot of the work we have done in 2023, alongside our goals and longterm vision for where we see ourselves in 2025 and 2028.

01. Strategy and Goals

We have established six strategic priorities outlined in our Impact & Responsibility Strategy Document, each with short- and long-term visions to ensure accountability and progress measurement.

Whilst we anticipate gaining new insights along our journey, we acknowledge the need for adjustments to certain priorities as we expand our understanding and expertise.

Strategic Priorities

Our six strategic priorities serve as the backbone of our impact and responsibility strategy and are guiding our efforts.

Following an evaluation of our initial strategy and objectives, we have decided to refine the scope and goals of priority number four. Moving forward, we will strengthening our ambitions toward long-lasting products and providing our consumers with opportunities to extend the lifespan of their products through care, repair and resale options.

Our Goals for 2025 and 2028

02. Environmental Footprint

The environmental footprint is a key metric in assessing the impact we have as a company. To measure and reduce our impact we involve a combination of supply chain transparency, collaboration between our value chain partners and purpose driven initiatives.

Corporate Emissions Breakdown 2023

We recognise that while the green house gases (GHG) represents not the only impact we create, they serve as a valuable indicator for identifying our areas of improvement. Moreover, they are widely applied across the industry as a metric for assessing environmental impact.

Like many sportswear and apparel brands, 97% of our impact falls within scope 3 emissions and the remaining portion into scope 1 (2,5%) and 2 (0,5%).

Whereas Scope 3 encompasses the emissions we are indirectly responsible for, such as the manufacturing of our products, our business travel or the operations of our franchise stores, scope 1 and 2 allocate the direct and indirect emissions through the operation of our own vehicles or the energy we buy in form of electricity or gas.

Science Based Targets Initiative

Since 2020 we are calculating our GHG emissions and based on these numbers, have set our reduction targets for 2030. By committing to the Science Based Targets initiative (SBTi) we have formally pledged to reduce our absolute scope 1 and 2 GHG emissions by 42% from our 2020 baseline year.

Yet, as a growing company we recognise the challenge that comes with reducing our impact whilst growing as a company. Therefore we are taking measures that will aim to hit our reduction targets for scope 1 and 2 in the mid-term.

Scope 1:
To reach an even greater community of ambitious cyclist with our Van in Europe, we have been travelling to many places in 2023. Therefore we increased our emissions on scope 1, compared to the previous years, which were still partially impacted by the implications of the COVID-19 pandemic. To address this, we’re planning to fully electrify our vehicle fleet, aiming at significantly reducing the emissions over the long term.

Scope 2:
In 2023 we further extended our companies footprint to seven stores globally, with new stores in Munich and Singapore. Whilst the stores we operate are accounted to scope 2, our franchise stores located in Seoul, Taipei and Singapore will be accounted under scope 3.12 and therefore are not subject to our SBTi reduction targets.

Due to the opening of our store in Munich and the transition to a renewable electricity contract in our San Fransisco store in September 2023, are we experiencing an increase in our scope 2 emissions. Yet, we have set everything in motion to shift all our stores to 100% renewable electricity within 2024.

As we rent our store and office spaces, the transition to zero emission or lower emission heating options as well as the shift to renewable electricity options at our franchise locations in Asia, remain a challenge.

We will continue to look into possible approaches to reduce and minimise our emissions emitted by operating our stores and office spaces.

Data Snapshot: Scope 1 & 2 Emissions

Our Stores and Office

Copenhagen Store and Office
Electricity: 100% Renewable Sources
Heating: District Heating
Munich Store
Electricity: Residual Mix
Heating: Gas Heating
Mallorca Store
Electricity: 100% Renewable Sources
Heating: Non
San Francisco Store
Electricity: 100% Renewable Sources
Heating: Gas Heating


Singapore Store
Electricity: Residual Mix
Heating: Non
Seoul Store
Electricity: Residual Mix
Heating: Non
Taipei Store
Electricity: Residual Mix
Heating: Non

Product Emissions Breakdown

The largest share of emissions originates from the production, shipping, use and end-of-life treatment of our products. About 90% of the total corporate footprint can be allocated to these product related scopes. Thus, alongside our goals for cutting scope 1 and 2 emissions, it is of high priority to address the impact created across our value chain by closely collaborating with our manufacturing and fabric partners.

By utilising the Higg product tools we are able to consistently track and assess the impact of our products throughout the different collections and product types, helping us to monitor and identify the areas of improvement.

To effectively reduce the impact of our products we have transitioned to organic cotton and recycled textile materials on selected styles.

Looking ahead, we are committed to further reduce the impact of our products and take into account additional impact metrics, that go beyond GHG emissions.

Product Emissions Breakdown

In our Product Emissions Breakdown above, we share the global warming potential (GWP) of some of our products. The global warming potential (GPW) is an index to measure the impact of a gas on the global warming over a certain period compared to carbon dioxide.

The impact depends on many different factors and can be influenced by the material choice, weight or manufacturing technique. In addition, our products are made for specific purposes, restricting the comparability between the different products.

Whilst a mechanism jersey made of recycled polyester yarn can have a total absolute global warming potential of 3,41kg of Co2e (intensity: 18kg per kg of product), an organic cotton sweatshirt has a footprint of 15,9kg of Co2e emissions (intensity: 22kg per kg of product). Still these are very different products made for different purposes.

To compare driving an average diesel car for 50km emits about 8,5kg of Co2e. (0,169kg of Co2e * 50km = 8,490kg of Co2e)*

*Statista - Carbon footprint of selected modes of transportation in the United Kingdom in 2023

03. Our Value Chain

The supply chain of our products comprises manufacturing and material partners, each contributing to the unique journey of every item. The journey involves different people and processes at each step, spanning across multiple tiers of the supply chain before the products are ultimately available in our stores.

Our Value Chain Partners

Part of our mission is to hold ourselves accountable for the decisions we make. Enabling transparent supply chains is one way in which we can ensure our partners are working in a safe, fair and open manner.

In 2022 we published profiles of all our Tier 1 partners online. In 2023 we added several Tier 2 partners to our website and uploaded a list of Tier 1 data to Open Supply Hub. A platform designed for openly sharing and verifying supply chain partners across various industries, enabling transparency and openness.

Discover our 2023 list of supply chain partners on Open Supply Hub.

Supplier Certifications

In 2023 we started to stricter monitor the sustainable performance of our value chain partners. By using certifications, audits and Higgs facility tools we assess the environmental impact as well as social and labour conditions at our partners facilities.

To raise the standard within our value chain it is central to monitor and support our value chain partners in assessing and applying changes at their facilities.

In 2023 the adoptions rates for the Higg FEM and FSLM 2022 were:

  • 67% of our Tier 1 facilities are captured by the Higg Facility Environmental Module (FEM).

  • 30% of our Tier 1 facilities are captured by the Higg Social and Labour Module (FSLM) or other comparable audit.

In 2024 we aim for adoptions rates of the Higg FEM and FSLM 2023 of:

  • 80% of our Tier 1 facilities are captured by the Higg Facility Environmental module (FEM).

  • 50% of our Tier 1 facilities are captured by the Higg Facility Social and Labour Module (FSLM) or other comparable audits.

Code of Conduct

We believe in a honest and fair business, with all employees treated equally. Our code of conduct outlines our expectations of our partners. We expect that our partners follow all local laws and regulations. We believe in building long-term relationships with our suppliers through trust and communication. Our Code of Conduct is a way of ensuring our partners have a clear understanding of what we ask for in a partnership.

In 2022 the code of conduct has been signed by 100% of our Tier 1 partners. In 2023 we have updated the code-of-conduct, to further strengthening our requirements. In addition we continue to work on ensuring more of our Tier 2 suppliers are also aligned with our standards.

Read our Code of Conduct

04. Product Longevity

We aim to focus on creating products that are durable and long-lasting. In addition we want to provide our consumers options to extend the product lifetime through repair, resell options and accessible care instructions.

En Route

In late 2022 we launched the resale platform En Route, as a sustainable initiative to extend the lifetime of imperfect and used products. The dedicated marketplace facilitates the reselling of products between users and encourage reuse, repair and product longevity whilst reducing waste.

The platform has been set up for consumer to consumer transaction, but also allows us as a brand to extend the lifetime of warranty claims, crash replacements and samples. By partnering with local tailors we are able to refurbish used products and offer them at a lower price.

After a year in operation we look back at a total of 211 transactions, each contributing to extending the lifetime of our products.

We launched the platform in Denmark, to get a feeling for our consumers appetite and are committed to further extend the platform to more markets globally and make En Route accessible to everyone.

Discover En Route

05. Social Responsibility and Community

As a global brand, we impact the lives of many communities. It is our duty to ensure that we have a positive relationship with everyone we work with, whilst building the cycling community globally.

Supporting Local Cycling Teams

We have partnered with Team NPV Carl Ras Roskilde Junior, one of the most successful junior programmes in recent years. The team will be riding in a custom Pas Normal Studios kit for 2023 and beyond.

We are very proud to play a role in developing the next generation of cycling talents as they explore their potential both on and off the bike.

Supporting Local Communities

Creating a Pas Normal Studios product with all the desired qualities often involves developing multiple prototypes and samples.

These iterations are made in different fabrics, colours, and dimensions to thoroughly test and refine the design. While this process results in high-performing garments, they are not intended for sale.

We use these garments and donate them to organisations to make cycling more accessible to communities.

During 2023 we have partnered with two community initiatives and donated 200 products:

VšĮ Dviratai Cycling Club - Located near one of our manufacturing partners in Lithuania, VšĮ Dviratai is working to create a cycling community for all ages and abilities.

Cyclists fight Cancer is a charity supporting children and young people living with and beyond cancer in the UK, with bikes, tandems and adapted trikes.

Who made my clothes?

The Fashion Revolution is a global movement of people who participate in the fashion industry, including people who are wearing and making apparel.

This movement is the world’s largest fashion activism movement, mobilising citizens, industries, and policymakers through research, education, and advocacy work.

At Pas Normal Studios, we believe our community includes our entire supply chain. To further increase the transparency in our value chain, we are sharing some stories from our people working at facilities of our suppliers, by asking the question “Who made my clothes?”.


06. Communication and Transparency

We believe transparency and communication are key drivers of a more sustainable industry. This is why we strive to share the most current, accurate, and relevant information in a clear and accessible way.

We aim to enable consumers to make informed decisions about our products by ensuring they have the necessary knowledge and understanding.

Industry Dialogue

As members of Cascale, formerly the Sustainable Apparel Coalition (SAC), we actively participate with other brands to develop solutions for the industries biggest challenges. Cascale is a global, multi-stakeholder non-profit alliance with the focus on the apparel and textile industry.

Last year, we actively participated in Member Expert Teams (MET) discussions focusing on transparency and product footprint, and additionally, attended the nordic membership meeting held in Gothenburg in November.

Impact Universe

In early 2024 we relaunched our impact universe to try a new approach in our way of communicating. We want to excite more people for our efforts in impact and responsibility. The redesign aims at communicating in a lighter and more accessible form, whilst still providing the depth for the ones who are keen to learn more.

We will continue to constantly update the impact universe throughout the year.

Impact Report

In the course of updating the impact universe, we decided to bring our annual impact report into a website format and align it with our new approach of communication.

We are very proud to launch our 2023 Impact Report on our website in late spring 2024.

Product Impact Features

We believe the products impact and its value chain should be transparently communicated to our consumers.

In early 2023 we launched our Impact Features on selected products, showing details about the product certification, material and value chain. We aim to sensitise our consumers for the efforts and people which are behind our products.

Discover selected Products with Impact Features: