but also try to grow. We’ve done that Cowan, who took over not quite two also will share Cannondale’s planned Canari Cyclewear by working with high-end develop- Castelli USA years ago, said Castelli USA maintains Sugoi European distribution center in the Portland, Oregon Vancouver, British Columbia Vista, California ers and gradually making efforts to a close partnership with Castelli Italy, Netherlands. Years in Business: 33 since brand Years in Business: 20 Years in Business: 27 improve the quality and brand per- the American company’s second largest But Mavis said that Cannondale has Fashion 5 creation in Italy Number of Employees: 240 Number of Employees: 72 ception. Number of Employees: 10 shareholder. been careful while leveraging its re- Apparel ho would have thought that “We feel there’s potential around “They do probably 80 to 90 percent hile most apparel companies sources to preserve company culture. the family behind Canari $70-$80 price points for shorts. And acers and wannabes of the ’70s of the research, development and de- have moved manufacturing “The best thing is they’ve left us alone,” In 2001, Zoic was sold to a multi- W Cyclewear was also behind over the past three to four years, we’ve and ’80s revered Castelli cycling sign, and we import 25 to 30 percent of Woffshore, Sugoi still makes 35 Mavis said. “You think about so many Zoic Clothing million dollar public company. Later one of the top stain remover brands in done pretty good at getting a stronger R wear, worn with such panache our goods from them. We source about percent of its apparel in-house. companies that have been acquired in San Diego, California that year, Swenson packed his bags for the United States? foothold in higher price points,” he by wheeled gods like Eddy Merckx, 70 to 75 percent ourselves,” he said, pri- Stan Mavis, the company’s presi- the sporting goods business, and they Years in Business: 11 Lake Tahoe where he started a sales rep “We did manufacturing and had a added. Francesco Moser and Bernard Hinault. marily from within the States. dent, said the ability to manufacture try to integrate this or synergize this, Number of Employees: 3 business, selling skis and snowboards. company that made a stain remover A couple of years ago, Canari hired Deeply steeped in Italian tradition, Why did Cowan come out of retire- garments gives Sugoi a leg up. “The and it ends up taking out the heart and ric Swenson’s road to Zoic Cloth- Two years later the new owners called Zout. For years our family did a woman to lead the development of its the apparel line dates to 1876 and tai- ment to take over Castelli? production people are so familiar with soul of the company. They have been ing and the company itself might came calling; they wanted Swenson that,” said Chris Robinson, executive women’s-specific line. Since then it has lor Vittore Gianni of Milan. Armando “It’s simple: it was a great brand with our product, it’s much easier to source very careful to make sure the culture of E not be what you think. back. The company had lost its focus vice president of Canari, who works introduced women’s-specific fabrics, Castelli, who joined the company in a great heritage. Even though it was Sugoi stays intact.” Swenson, a partner with Zoic, is and swagger. During this time span, pads and fit. One of Canari’s best- 1935 and bought it in 1939, built up the financially troubled, the potential for Mavis joined Sugoi in Janu- originally from Boston. He moved to the fog had been lifted from Zoic as the selling shorts is the women’s Hybrid, tiny cycling clientele by supplying pro- resurrecting the brand was great,” he ary 2006, bringing a wealth of San Francisco after graduating from company moved south to San Diego. which debuted last year. fessional teams, stitching for such post- said. knowledge of sporting goods the University of Massachusetts with a “I figured it would be a good time to Women’s-specific apparel and cus- war champions as Fausto Coppi. The brand is definitely rebounding. apparel and footwear. Along sports management degree in 1994. learn to surf,” Swenson said of his de- tom represent the biggest growth po- Armando’s son Maurizio, a promis- “We’ll have basically doubled in two with founding Pearl Izumi in cision to rejoin Zoic. tential. Custom currently makes up ing racer before a crash ended a bud- years,” Cowan said. The number of the United States and grow- But the surfing would have to wait. about 23 percent of overall business. ding career, absorbed his father’s craft outside reps went from five to 17, and ing it over 12 years, he has Zoic was floundering because of the About 90 percent of Canari’s ap- and passion for excellence. He split retailer numbers are up by about 40 worked for Hind and Brooks lack of attention and resources. In late parel offerings are for road and 10 away in 1974 to form Castelli, creating percent. Sports. 2004, Swenson and a business partner percent for mountain, however, this the brand and its scorpion logo. “We came out with a more technical Mavis will continue to po- bought Zoic’s assets, giving the com- The Canari Crew year the company took a serious look All riders owe Maurizio a debt—he line and maintained the fashion heri- sition Sugoi as a premium pany a much-needed fresh start. alongside his brother and three sisters. at the baggy side of the business. pioneered Lycra cycling shorts in 1978, tage of the brand. So we improved the brand. “The position of the Last year saw the reintroduction of In 2000, they sold Zout to Dial and “We built a new short (Singletrack then added sublimation dying to wildly product’s functionality, freshened it, Over 200 people work at Sugoi headquarters. company always has been the Zoic label with all new branding, decided to “get something we knew, Baggy) from the ground up working colorize the peloton. and made it relevant again. It had got- premium,” Mavis said. “It’s designs, fabric innovations and some were into and had a good time with.” with Haro and so far we’ve gotten great “That kind of heritage is definitely ten a bit stale,” he said. and work with other companies as well. one we’re going to work really hard to core mountain bike pieces. One of the first things they did after feedback,” Robinson said. an important cornerstone for us. Those Cowan lists recent innovations such Our biggest advantage is our ability to maintain.” “It was great to be back doing what purchasing Canari was move garment The company continues to do well on are the things we measure ourselves as the Superleggera jersey, the world’s prototype; we can prototype faster than Sugoi organizes its line into three we do best, making great product production to its Vista, California, the licensing side, signing an exclusive against,” said Greg Cowan, president lightest at about half the weight of a anyone that doesn’t have the same kind categories: power, core and advanced. that’s true to the sport,” Swenson said. building from San Diego. “We were deal with Dreamworks earlier this year and majority shareholder of Castelli standard jersey, and the Split Second of setup,” Mavis said. “Power is for that rider that is seri- “It has been a great experience, and I able to clean production up and imple- to produce a Shrek jersey. “You think USA. jersey, wind-tunnel tested as the world’s Its in-house capabilities also allow ous about shaving seconds, lowering think we are making a difference by ment definite QC processes, devel- Shrek just appeals to kids but women fastest and upgraded for ’08 Sugoi to focus on custom apparel. Cus- heartbeat and creating more power, pushing the product forward every opment and design areas,” Robinson and even men like them—there’s a as the Split Due. tom accounts for 20 percent of Sugoi’s core is the recreational group and the Eric Swenson year, while solidifying the brand. With said. whole audience out there that wants Castelli also redesigned the business, and is growing faster than any advanced category is more lifestyle in- Zoic not really in the news for a couple Most of its cycling apparel is made that type of billboard,” Robinson said. strapping and cut on its Free other segment, according to Mavis. spired,” Mavis said. “I met Zoic at the old Napa Races in seasons, some dealers were a little wor- in Vista, though some is outsourced One new offering this year is a pad Bib to make it more comfort- “It gives us the ability to do full cus- Sugoi’s spring line features new fab- 1998, while I was working events for ried about our future, but we’ve really overseas, including gloves, jackets and that acclimates based on body temper- able and open up breath- tom sublimation in house. We do art, rics applied in specific ways. Its race Powerbar,” Swenson said. “After talk- taken the time to lay the basic founda- higher volume shorts. All custom and ature—cooling off when it senses heat ing room. “And Bicycling papers, transfer, cutting and sewing, so series features aerodynamic fabric ap- ing to the guys, I knew they were onto tions of the brand for years to come.” semi-custom apparel and much of its and heating up when it senses cold.