Cycle clothing brand MAAP makes first move into Europe

Cycling apparel brands may have been struggling in the European market in recent periods, but some still see huge opportunities there and Melbourne-based MAAP has opened the doors to its first retail concept store in Europe. The new MAAP LaB Amsterdam was designed internally by London-based design and architectural consultancy Brinkworth. 

MAAP, which is already available in Europe’s online markets, including the UK, has seen success at its Australian flagship in its home city and said the new Amsterdam LaB “will connect MAAP’s premium cycling and streetwear apparel to the city’s community and thriving creative culture”.

And “the LaB concept, which embodies a spirit of living a ‘Life Around Bikes’, is one that MAAP aims to roll out key locations around the world”. 

We’re told that each LaB is “led by a core design language, whilst remaining unique in its own right, a reflection of its surrounding environment, offering an experience that’s completely unique to the pace and perspective of the local community”.

It’s interesting given the challenges the cycling market has faced post-pandemic that the clothing the brand sells features both “on bike” categories such as team jerseys, and “off bike” ones like sweats and the kind of jackets that wearers don’t need to go near a bike to feel comfortable in.

And it’s clear that Amsterdam is a good choice for a Europe debut given its long links with and love of cycling.

Oliver Cousins, MAAP co-founder, said: “When originally building the blueprint for what we wanted MAAP LaBs to look like around the world, Amsterdam was one of the prime spots identified where cycling and the surrounding city culture combined seamlessly. A perfect fit for what we’re looking to embody with each LaB store, connecting cycling culture with the community.”

So what of the store itself? Located at Reestraat 9, 1016 DM Amsterdam, the company said the “prime urban location features a cafe alongside the retail and events space to connect with an already cycling-rich environment, one that’s able to play host to ride outs, cross-industry collaborations and much more alongside the apparel for which MAAP is renowned. Alongside this will sit the MAAP Edit — a series of specialist products from local producers touching on everything from photography, music and art installations”.

Brinkworth has “worked on bringing MAAP’s bold application of colour and texture in their apparel to life across the design throughout the 100 sq m space. By combining thoughtfully chosen sculptural elements — a powder coated steel staircase, contoured timber veneer, and a yellow marble counter — with contrasting materials including galvanised steel, white sand, cork and sandstone, the space achieves a rich, sophisticated aesthetic”.