Collection: MAAP

In 2014, designer Ollie Cousins (formerly of Stüssy and Globe) teamed up with rider and product expert Jarrad Smith to create a cycling brand that would bring subtlety and intent to riding kit. The duo shared a frustration: most cycling gear at the time was either bland techwear or overloaded with aggressive race branding. MAAP was their answer—a line of racing-grade apparel rooted in design culture and streetwear discipline.

The brand's origin story feels magnetic: neither founder was a lifelong cyclist. Ollie only started riding in his 30s after shifting from board sports design to the peloton, while Jarrad transitioned from beach volleyball and criterium racing in Melbourne to founding MAAP with a mission to share “that freedom of two wheels”.

Rooted in performance from day one, MAAP launched with race-ready bibs before expanding into lines like Pro Air, Aeon, ALT_Road and Evade. Each collection champions premium Italian fabrics, ride-tuned fits, and restrained aesthetics. The brands’ signature palette and technical rigor quickly carved out a place in global cycling.

More than just kit, MAAP built a culture—hosting community rides, gallery shows, and collaborations with progressive partners across movement-based disciplines like eyewear and equipment. As the MAAP evolves, they continue to disrupt by prioritizing shape, story, and substance over spectacle.

A decade on, MAAP stands as a blueprint: a brand that started with a creative gap in cycling kit, and grew into a cultural force. Their journey—born in Melbourne, amplified worldwide—mirrors a modern cycling movement that’s as much about how we connect as how fast we ride.

As they expand internationally—with flagship stores like Berlin LaB and sponsorship of WorldTour team Jayco–AlUla—the brand retains its community roots and trailblazing ethos.