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Merging Aesthetics
And Performance
in Berlin [Interview]
And Performance
in Berlin [Interview]
MAAP is not just about crafting high-performance cycling gear — it’s about reshaping the experience of cycling itself.
Since its inception in 2014, MAAP has carved out a distinct space in the cycling industry, blending performance, design, and cultural relevance in a way that feels fresh and forward-thinking.
Founded by Jarrad Smith and Ollie Cousins, the Melbourne-based brand brings together their extensive backgrounds in fashion, modeling, and product design with a shared passion for cycling.
Since its inception in 2014, MAAP has carved out a distinct space in the cycling industry, blending performance, design, and cultural relevance in a way that feels fresh and forward-thinking.
Founded by Jarrad Smith and Ollie Cousins, the Melbourne-based brand brings together their extensive backgrounds in fashion, modeling, and product design with a shared passion for cycling.
At its core, MAAP thrives on innovation, from pioneering proprietary fits to sourcing the best technical fabrics available. But what truly sets them apart is their ability to balance functionality with an aesthetic that feels at home both on and off the bike. By challenging traditional perceptions of cycling apparel, MAAP has helped make the sport more inclusive and appealing to a new generation of cyclists, including enthusiasts from other outdoor disciplines.
This year marks another exciting milestone as MAAP opens its second European LAB [Life Around Bikes] store in Berlin, where we found ourselves too. These LABs serve as more than just retail spaces — they’re community hubs that bring cyclists together through events, exhibitions, and group rides. With an unwavering commitment to both the sport and its culture, MAAP continues to elevate cycling while building meaningful connections with riders around the world.
We sat down with Jarrad and Ollie to know more about the brand origins, present and future. Let's dive in!
This year marks another exciting milestone as MAAP opens its second European LAB [Life Around Bikes] store in Berlin, where we found ourselves too. These LABs serve as more than just retail spaces — they’re community hubs that bring cyclists together through events, exhibitions, and group rides. With an unwavering commitment to both the sport and its culture, MAAP continues to elevate cycling while building meaningful connections with riders around the world.
We sat down with Jarrad and Ollie to know more about the brand origins, present and future. Let's dive in!
[Can you share more about your backgrounds before MAAP? I remember you said you both had experience in fashion.]
Ollie: I worked in clothing and fashion design, primarily in the streetwear industry, for brands like Stussy and several surf labels in Australia. I did that for about 15 years. I'm 45 now, and I started cycling at 30 while still working in that industry. We launched MAAP when I was 34, so I’d been cycling for about four years by then. My goal was to bring my experience from product design and branding into MAAP. Jarrad and I worked together for about 12 to 15 years in different capacities. We started as colleagues and eventually partnered to launch the brand.
Jarrad: My journey in fashion began with modeling, which I did for about 15 to 18 years, mainly in Australia and Germany. While in Melbourne, I worked closely with many brands, particularly in streetwear, including Globe, Stussy, Nike, and Adidas. A lot of my work involved fit modeling and garment tech fittings, helping refine garment construction and fit. That experience sparked my interest in pattern-making and garment fittings.
I always dreamed of launching my own fashion brand. At the same time, I was passionate about cycling — racing, performance, and being part of the cycling community. Growing up in Australia, I skated and surfed, and I envisioned cycling with a similar mix of lifestyle and style elements, not just performance. Having worked with Ollie on various brands, we shared a mutual love for cycling and a vision for creating something of our own. That laid the foundation for MAAP.
Ollie: I worked in clothing and fashion design, primarily in the streetwear industry, for brands like Stussy and several surf labels in Australia. I did that for about 15 years. I'm 45 now, and I started cycling at 30 while still working in that industry. We launched MAAP when I was 34, so I’d been cycling for about four years by then. My goal was to bring my experience from product design and branding into MAAP. Jarrad and I worked together for about 12 to 15 years in different capacities. We started as colleagues and eventually partnered to launch the brand.
Jarrad: My journey in fashion began with modeling, which I did for about 15 to 18 years, mainly in Australia and Germany. While in Melbourne, I worked closely with many brands, particularly in streetwear, including Globe, Stussy, Nike, and Adidas. A lot of my work involved fit modeling and garment tech fittings, helping refine garment construction and fit. That experience sparked my interest in pattern-making and garment fittings.
I always dreamed of launching my own fashion brand. At the same time, I was passionate about cycling — racing, performance, and being part of the cycling community. Growing up in Australia, I skated and surfed, and I envisioned cycling with a similar mix of lifestyle and style elements, not just performance. Having worked with Ollie on various brands, we shared a mutual love for cycling and a vision for creating something of our own. That laid the foundation for MAAP.
[MAAP stands for Merging Aesthetics And Performance. How do you balance these two elements?]
Ollie: For us, it’s about the belief that one can’t exist without the other. We aim for MAAP to be recognized as a performance brand, not just a fashion brand. We create products for top riders worldwide, but we also want the design to resonate with different subcultures.
The aesthetics are a natural expression of our identity — we design what we’d want to wear and what feels cool to us. Performance is always the foundation, but we bring in seasonality and unique design elements to make our products stand out. Initially, we wanted to create a performance brand that even non-cyclists would appreciate, helping to make cycling more appealing to a broader audience.
Breaking down traditional cycling conventions has always been part of the challenge for us.
Jarrad: Exactly. Performance comes first — our products have to be comfortable, functional, and high-performing. If you’re on a long ride, sometimes for four hours, the gear has to work perfectly. But we also wanted to ensure it looked good. Blending style with functionality was central to our mission from the start.
Ollie: For us, it’s about the belief that one can’t exist without the other. We aim for MAAP to be recognized as a performance brand, not just a fashion brand. We create products for top riders worldwide, but we also want the design to resonate with different subcultures.
The aesthetics are a natural expression of our identity — we design what we’d want to wear and what feels cool to us. Performance is always the foundation, but we bring in seasonality and unique design elements to make our products stand out. Initially, we wanted to create a performance brand that even non-cyclists would appreciate, helping to make cycling more appealing to a broader audience.
Breaking down traditional cycling conventions has always been part of the challenge for us.
Jarrad: Exactly. Performance comes first — our products have to be comfortable, functional, and high-performing. If you’re on a long ride, sometimes for four hours, the gear has to work perfectly. But we also wanted to ensure it looked good. Blending style with functionality was central to our mission from the start.
[MAAP stands for Merging Aesthetics And Performance. How do you balance these two elements?]
Ollie: For us, it’s about the belief that one can’t exist without the other. We aim for MAAP to be recognized as a performance brand, not just a fashion brand. We create products for top riders worldwide, but we also want the design to resonate with different subcultures.
The aesthetics are a natural expression of our identity — we design what we’d want to wear and what feels cool to us. Performance is always the foundation, but we bring in seasonality and unique design elements to make our products stand out. Initially, we wanted to create a performance brand that even non-cyclists would appreciate, helping to make cycling more appealing to a broader audience.
Breaking down traditional cycling conventions has always been part of the challenge for us.
Jarrad: Exactly. Performance comes first — our products have to be comfortable, functional, and high-performing. If you’re on a long ride, sometimes for four hours, the gear has to work perfectly. But we also wanted to ensure it looked good. Blending style with functionality was central to our mission from the start.
Ollie: For us, it’s about the belief that one can’t exist without the other. We aim for MAAP to be recognized as a performance brand, not just a fashion brand. We create products for top riders worldwide, but we also want the design to resonate with different subcultures.
The aesthetics are a natural expression of our identity — we design what we’d want to wear and what feels cool to us. Performance is always the foundation, but we bring in seasonality and unique design elements to make our products stand out. Initially, we wanted to create a performance brand that even non-cyclists would appreciate, helping to make cycling more appealing to a broader audience.
Breaking down traditional cycling conventions has always been part of the challenge for us.
Jarrad: Exactly. Performance comes first — our products have to be comfortable, functional, and high-performing. If you’re on a long ride, sometimes for four hours, the gear has to work perfectly. But we also wanted to ensure it looked good. Blending style with functionality was central to our mission from the start.
[Cycling has traditionally been a performance-first sport. Why do you think fashion and sports are merging, especially in cycling?]
Ollie: I think it’s partly a generational shift. When I started cycling, there wasn’t much gear that aligned with my style. You could walk into any fashion store and find clothes you liked, but cycling apparel didn’t offer the same diversity — it was very traditional and, to some, unattractive. That might have discouraged people from getting into the sport.
Jarrad: True. When we started MAAP in 2014, we thought we were pioneers, but by 2015 or 2016, we saw that about 25 other brands had launched around the same time. That showed us that many people shared the same sentiment about traditional cycling gear. While some of those brands didn’t last, it highlighted a growing interest and a desire for change. I think the younger generation played a big role in that shift.
Ollie: I think it’s partly a generational shift. When I started cycling, there wasn’t much gear that aligned with my style. You could walk into any fashion store and find clothes you liked, but cycling apparel didn’t offer the same diversity — it was very traditional and, to some, unattractive. That might have discouraged people from getting into the sport.
Jarrad: True. When we started MAAP in 2014, we thought we were pioneers, but by 2015 or 2016, we saw that about 25 other brands had launched around the same time. That showed us that many people shared the same sentiment about traditional cycling gear. While some of those brands didn’t last, it highlighted a growing interest and a desire for change. I think the younger generation played a big role in that shift.
[What makes your products truly performance-based? Is there a key element that sets them apart?]
Ollie: For us, it starts with sourcing the best fabrics in the world, paired with proprietary fits. Comfort and performance are non-negotiable, especially for long rides. We leveraged our experience in fit and product design to build everything from scratch, guided by our vision. Over the years, we’ve refined our patterns and fabrics, incorporating more innovation and advanced materials.
Jarrad: What sets us apart is the attention to detail. Before you even try our products, you can feel the quality in the fabrics. When you put them on, they fit perfectly and feel incredible against the skin. And when you’re riding, the performance difference becomes clear. We’ve always prioritized sourcing the best fabrics and fine-tuning every detail to create something exceptional.
Ollie: For us, it starts with sourcing the best fabrics in the world, paired with proprietary fits. Comfort and performance are non-negotiable, especially for long rides. We leveraged our experience in fit and product design to build everything from scratch, guided by our vision. Over the years, we’ve refined our patterns and fabrics, incorporating more innovation and advanced materials.
Jarrad: What sets us apart is the attention to detail. Before you even try our products, you can feel the quality in the fabrics. When you put them on, they fit perfectly and feel incredible against the skin. And when you’re riding, the performance difference becomes clear. We’ve always prioritized sourcing the best fabrics and fine-tuning every detail to create something exceptional.
[Any standout features or fabrics in your range that you’d highlight?]
Ollie: One example is our cargo bibs. They use a beautiful woven fabric instead of knitted, giving them a lightweight, slightly textured feel. They perform exceptionally well, drying quickly and wicking away sweat. When you wear them, they don’t just look good — they function brilliantly.
Jarrad: I love the Pertex materials we use, particularly the Pertex Shield in our rain jackets. It offers excellent protection but is compact enough to fold into a small ball and store in your pocket. It also has a slight stretch, so it fits snugly without flapping in the wind.
[What’s a goal you’re striving for in the industry? Any big achievements you’re aiming for?]
Ollie: One unique aspect of MAAP is our LAB stores. They’re not just retail spaces but community hubs where cyclists can explore our collection, join rides, and attend events like art or photography exhibitions.
It’s about giving cycling enthusiasts a place to connect beyond the rides.
Ollie: One example is our cargo bibs. They use a beautiful woven fabric instead of knitted, giving them a lightweight, slightly textured feel. They perform exceptionally well, drying quickly and wicking away sweat. When you wear them, they don’t just look good — they function brilliantly.
Jarrad: I love the Pertex materials we use, particularly the Pertex Shield in our rain jackets. It offers excellent protection but is compact enough to fold into a small ball and store in your pocket. It also has a slight stretch, so it fits snugly without flapping in the wind.
[What’s a goal you’re striving for in the industry? Any big achievements you’re aiming for?]
Ollie: One unique aspect of MAAP is our LAB stores. They’re not just retail spaces but community hubs where cyclists can explore our collection, join rides, and attend events like art or photography exhibitions.
It’s about giving cycling enthusiasts a place to connect beyond the rides.
[Any standout features or fabrics in your range that you’d highlight?]
Ollie: One example is our cargo bibs. They use a beautiful woven fabric instead of knitted, giving them a lightweight, slightly textured feel. They perform exceptionally well, drying quickly and wicking away sweat. When you wear them, they don’t just look good — they function brilliantly.
Jarrad: I love the Pertex materials we use, particularly the Pertex Shield in our rain jackets. It offers excellent protection but is compact enough to fold into a small ball and store in your pocket. It also has a slight stretch, so it fits snugly without flapping in the wind.
[What’s a goal you’re striving for in the industry? Any big achievements you’re aiming for?]
Ollie: One unique aspect of MAAP is our LAB stores. They’re not just retail spaces but community hubs where cyclists can explore our collection, join rides, and attend events like art or photography exhibitions.
It’s about giving cycling enthusiasts a place to connect beyond the rides.
Ollie: One example is our cargo bibs. They use a beautiful woven fabric instead of knitted, giving them a lightweight, slightly textured feel. They perform exceptionally well, drying quickly and wicking away sweat. When you wear them, they don’t just look good — they function brilliantly.
Jarrad: I love the Pertex materials we use, particularly the Pertex Shield in our rain jackets. It offers excellent protection but is compact enough to fold into a small ball and store in your pocket. It also has a slight stretch, so it fits snugly without flapping in the wind.
[What’s a goal you’re striving for in the industry? Any big achievements you’re aiming for?]
Ollie: One unique aspect of MAAP is our LAB stores. They’re not just retail spaces but community hubs where cyclists can explore our collection, join rides, and attend events like art or photography exhibitions.
It’s about giving cycling enthusiasts a place to connect beyond the rides.
Jarrad: Looking further ahead, we’d love for MAAP to evolve into a lifestyle brand rooted in cycling. While we’ll always stay true to cycling, we want the brand to resonate with a wider audience.
For example, people already wear our Pertex jackets off the bike. Expanding that appeal is a dream for us, but it’ll take time and more LABs to tell those stories.
[Do you see yourselves becoming the next Santini of the market? Or is your approach different?]
Ollie: We don’t aspire to be the next Santini, but we do aim to perform at the highest level. Whether it’s Nike in basketball or Quiksilver with Kelly Slater in surfing, we want to showcase our brand on the biggest stages and educate people on why cycling is cool.
Competing at the top level pushes us to keep innovating and improving.
Next year we'll be in Paris, so come find us.
For example, people already wear our Pertex jackets off the bike. Expanding that appeal is a dream for us, but it’ll take time and more LABs to tell those stories.
[Do you see yourselves becoming the next Santini of the market? Or is your approach different?]
Ollie: We don’t aspire to be the next Santini, but we do aim to perform at the highest level. Whether it’s Nike in basketball or Quiksilver with Kelly Slater in surfing, we want to showcase our brand on the biggest stages and educate people on why cycling is cool.
Competing at the top level pushes us to keep innovating and improving.
Next year we'll be in Paris, so come find us.
[Any exciting developments next year, and where do you see MAAP in five years?]
Ollie: Next year, we’re launching two new LABs — one in Sydney and another in Los Angeles near Venice Beach. It’ll be our first U.S. store, which is a huge milestone.
We'll have two pro teams next year, a men's team and a women's team, which is going to be amazing for us.
Five years from now? Who knows! We’re focused on growing organically, doing what feels right, and pushing boundaries. We don’t have a fixed end goal — we’re just enjoying the journey.
Ollie: Next year, we’re launching two new LABs — one in Sydney and another in Los Angeles near Venice Beach. It’ll be our first U.S. store, which is a huge milestone.
We'll have two pro teams next year, a men's team and a women's team, which is going to be amazing for us.
Five years from now? Who knows! We’re focused on growing organically, doing what feels right, and pushing boundaries. We don’t have a fixed end goal — we’re just enjoying the journey.
[Finally, any dream cycling destinations or favorite routes?]
Ollie: I’d love to spend a few months bikepacking across Europe, riding from southern Spain through the Alps and into Croatia or so. Closer to home, my favorite route is in Victoria’s Bright region, where you can tackle long climbs of 20–30 kilometers with stunning views. It’s the closest thing to Europe for me.
Jarrad: I’ve always been inspired by a story of someone riding from Vancouver to Patagonia. I haven’t done much bikepacking, but one day, when I have the time, I’d love to take on something like that. I also enjoy riding in Los Angeles — the canyons there really surprised me with how incredible they are.
Ollie: I’d love to spend a few months bikepacking across Europe, riding from southern Spain through the Alps and into Croatia or so. Closer to home, my favorite route is in Victoria’s Bright region, where you can tackle long climbs of 20–30 kilometers with stunning views. It’s the closest thing to Europe for me.
Jarrad: I’ve always been inspired by a story of someone riding from Vancouver to Patagonia. I haven’t done much bikepacking, but one day, when I have the time, I’d love to take on something like that. I also enjoy riding in Los Angeles — the canyons there really surprised me with how incredible they are.
We can't wait to see MAAP's next LAB locations worldwide and their success in pro-peloton, as well as bringing more cool ideas to this contemporary era of cycling. Thanks for your time and check out our other relevant articles via the links below.
Answers: Jarrad Smith and Ollie Cousins [MAAP, co-founders & co-CEOs].
Questions, layout: Alexander Zabelin [TECHUNTER, editor-in-chief].
Images: MAAP, côte&ciel, Savannah Van Der Niet, Alexander Zabelin.
Questions, layout: Alexander Zabelin [TECHUNTER, editor-in-chief].
Images: MAAP, côte&ciel, Savannah Van Der Niet, Alexander Zabelin.
