Meet Angry Pablo, a true character.
Do you have a brand that you really love? Not just like or that you just find cool. But a brand that touches your soul and resonates with you? A brand that you can live. When we met Angry Pablo for the very first time we knew we met a true character.
Jago, one of the creators, says: “I guess you could say that the character Pablo is a light-hearted critique of how serious the cycling industry has become. We wanted the character to be both intriguing, and to an extent, tongue-in-cheek.”
Cycling crossovers with other lifestyles
“Felix and I have always been interested in the crossover that exists between sport and lifestyle. We both grew up riding bikes and that’s why cycling culture and fashion have probably played a bigger role than we’ll admit in shaping how we dress.”
“We wanted to create a brand that changed the way that cycling is perceived by people outside the sport. We also recognized that there was a gap in the market for a brand that would make newcomers to cycling feel less marginalized by embracing the clear crossover that it has with other lifestyles.”
"Cycling as a sport is definitely becoming less and less accessible and more and more about image. Once you strip things back to the basics, you realize that getting out on a bike is about so much more than recording your ride on Strava.”
“We’re trying our best not to take ourselves too seriously.”
Sport has so much to offer
“One of the reasons we started Angry Pablo was the pressure of looking like a cyclist instead of actually enjoying the cycling. Nowadays, you see cycling brands popping up everywhere and—as far as we can see—they are all an imitation of one another. While for many this definitely appeals, we think that the sport has so much more to offer.”
“We don’t necessarily see performance as being the key driver for our brand philosophy. We want the focus to be enjoyment and lifestyle.”
Felix, was involved in professional racing and competed at the Tokyo Olympics.
Jago, was riding to stay fit outside of his work as an educational consultant.
Angry Pablo, is only angry figuratively. In fact, he’s actually based on a friend of Jako and Felix who is possibly the most relaxed person we’ve ever met. Angry Pablo Philosophy - A New Generation Of Riding
All photos © Angry Pablo