Team Cannondale’s clothing sponsor Sugoi launched a custom Peter Sagan jersey for the upcoming Tour of California. Peter Sagan himself also helped the jersey’s design.

The custom-built jersey has a Slovakian flag and colors on both sides (Peter Sagan is the current Slovakian road champion). Green is the dominant color and there are two red “Hulk” eyes in the back of the jersey.

The “green machine” jersey will be available for sale at the Lifestyle Expo during the race and one jersey will be given away each morning to fans at the Cannondale Pro Cycling team bus.

Peter Sagan's new custom jersey-front
Peter Sagan’s new custom jersey for AMGEN Tour of California – front
Peter Sagan's new jersey-back
Peter Sagan’s new custom jersey for AMGEN Tour of California – rear with Hulk eyes: “Think twice if you want to follow my wheel”

Sagan has won a record ten stages at the AMGEN Tour of California. Sugoi designers and Sagan collaborated via Sugoi’s Live Art Direct system to finalize the design.

In a team release, Peter Sagan said that: “I wanted a jersey that spoke to my inner drive to win but also shows off my fun side. Working with Sugoi they quickly understood my vision, and I hope people love the jersey as much as I do.”

The jersey is built on Sugoi’s custom RS Jersey and will be available at bike shops across North America by June 15. Suggested retail price: $100.

Sugoi is a Canada-based cycling clothing company founded in 1987 in British Columbia by bicycle racer David Hollands, and Carol Prantner, a fashion student.

The start-up 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.

In February 2008, Dorel Industries Inc. bought SUGOI from Pegasus Capital Advisors, which acquired SUGOI in 2005. This acquisition made SUGOI part of the Apparel Footwear Group (AFG) along with all of the industry-leading brands in the Recreational/ Leisure division.

Over twenty years after it began, SUGOI has grown into a company that offers literally hundreds of technical garments and accessories, including layering pieces, jackets, shorts, socks, and hats. With distribution throughout North America, Europe, and Asia, SUGOI is truly an international brand.


M. Özgür Nevres

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