The Story Of Our Origins

The roots of our brand

Origin Story


La Passione is not just a name, it is our way to experience cycling.
When we plan our collections we first visualize the journey. It does not matter how long it is or what the destination is; what we have at heart the most is to be able to experience all the potential beauty.
The secret behind our brand is a simple one: it is a story that is not conceived by designers but by impassioned people, who work every day to create Premium products that take us back to a pure and authentic pleasure of pedaling. This is the lifestyle that makes us happy, and we want to share it with our peloton.


When we decided to embark on this adventure, we knew it wasn’t going to be simple and we would certainly feel sometimes like the sprinters climbing the initial switchbacks of the Alpe d’Huez.
But we were responding to an inner call, we felt the need to go beyond, to try and create something new. We wanted to set a new standard in the field of cycling apparel. We dreamed to offer a range of Premium products at accessible prices that, at the same time, would meet all the needs without overlooking the style. One day, we woke up and understood that our commitment, our sleepless nights and the hours we spent travelling had turned all this into reality.


Our work is like a ride on your bike where the goal is set higher and higher even though we are aware that it will be challenging to reach the destination. The certainty that once at the top the view will be breathtaking is what reassures us that ‘it is worth the effort’.
Our strategy requires that we do our best, so that each product is tailored on whoever will wear it because, even though we don’t know who this person is, we know exactly what they are expecting from us. This spirit leads us every day in our search for a product that pays off both our efforts and our customers’ expectations.


We wanted to have a distinctive mark on our clothes to convey the importance of the unity of the group and, at the same time, to underscore how much the road ahead matters to us. Hold the Line is a clean, simple logo and - like all simple things - it has a great meaning. It depicts four cyclists in single file, one behind another - four rivals in the breakaway, four friends in the slipstream. The beauty of cycling is that imagination is part of the game and Hold the Line is a story of kilometers written by each of us.

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