It Is About Time : Normal Hell

This one's for cycling enthusiasts: Hell is around the corner once again, and the good folks at Pas Normal Studios have a special drop releasing at Steel in Paris tomorrow - called "Road To Nowhere". Based on a poem by Jørgen Leth, it has a Supreme-ish vibe and looks fairly dope...

Exclusive launch event of the Road to Nowhere collection in Collaboration with Jørgen Leth.

A modern tribute to the words of one of cycling’s greatest narrators. We have made an exclusive collaboration with film director and poet Jørgen Leth, emphasizing our key theme: “Road to Nowhere”, through the words of one of his original poems about riding.

We wanted to work with graphic elements of Leth’s iconic writing and placed it in the context of a Pas Normal Studios design. It is our way of bringing to life some of the most intriguing writing about being on the bike. In a lot of ways, Leth’s poetry has been the birth of coolness when it comes to cycling narrative and expressing the mysteries of how we feel when we ride. We are proud to work with one of our great heroes and a true icon of contemporary filmmaking for this limited edition.

Jørgen Leth and Pas Normal Studios’ Artistic Director Karl Oskar Olsen will both be attending the launch.

Join us for drinks and snacks and check out the new collection.
About Jørgen Leth:
Leth’s filmmaking about cycling has created an international cult-following from his epic documentaries, “Stars and Watercarriers” and “A Spring Day in Hell”, both shot in the 1970s. As a documentarist of more than 35 films, he has worked with a vast variety of artists such as: Andy Warhol, Dennis Hopper, John Cale, Antonio Carlos Jobim and fellow Dane Lars von Trier. Based in Haiti and still very active, he has done more than 30 editions of the Tour de France as a commentator.