When La Passione announced its closure in late 2024, cycling enthusiasts worldwide felt the loss. The premium Italian brand, founded in 2015 by Giuliano Ragazzi and Yurika Marchetti, had built a devoted following with its sleek designs, high-quality fabrics, and direct-to-consumer approach. Their partnership as technical sponsor of Team Movistar only cemented their reputation among serious cyclists.

But behind the scenes, things had been unraveling. Customers noticed persistent stock shortages, delayed restocking, and eventually, the inevitable closure announcement. Forums buzzed with disappointed riders wondering what went wrong with a brand that had seemed so promising.

Enter Noove: A Fresh Start

Rather than exit the cycling world entirely, Ragazzi and Marchetti decided to start over. Their new venture, Noove, launched with a radically different philosophy: “No overstock. No overproduction.”

Based in Lugano, Switzerland, Noove embraces small-batch production in Italian artisan workshops, using sustainable and recycled fabrics. Their motto—”Less Quantity, More Substance”—signals a deliberate move away from the fast-fashion approach that dominates much of the cycling apparel market.

The initial collection is intentionally minimal: jerseys, bib shorts, base layers, and socks. No flashy marketing campaigns or celebrity endorsements—just a focus on craftsmanship and environmental responsibility.

The Promise and the Challenge

Noove’s story is undeniably compelling. In an era where consumers increasingly value sustainability and ethical production, a brand built on conscious manufacturing seems perfectly timed. The founders’ experience with La Passione gives them credibility and hard-won wisdom about what works—and what doesn’t—in cycling apparel.

But launching a premium cycling brand in 2024 isn’t exactly a blue ocean opportunity. The market is saturated with companies making similar promises about quality, sustainability, and authenticity. From established giants like Rapha and Castelli to countless boutique startups, everyone claims to be different.

The questions facing Noove are real:

• Can they differentiate themselves in a crowded field where “sustainable” and “artisanal” have become marketing buzzwords?
• Will cyclists pay premium prices for an unproven brand when economic pressures are mounting?
• How do they scale a small-batch model if demand grows without repeating La Passione’s mistakes?
• Can they build a loyal customer base without the social media engagement that helped La Passione thrive?

The Road Ahead

Noove’s success will ultimately depend on execution rather than ideals. Italian craftsmanship sounds appealing, but cyclists are practical people who care about performance, fit, and durability above all else. If the kit doesn’t deliver on the road, no amount of sustainability messaging will save the brand.

The company will also need to build community and trust without the visibility boost that team sponsorships provided La Passione. More puzzling is Noove’s minimal social media presence—a stark contrast to La Passione’s vibrant Instagram and social engagement that helped build their devoted following.

La Passione understood that cycling is as much about lifestyle and aspiration as performance, using stunning photography and rider stories to create emotional connections with customers. Noove’s more subdued approach might reflect their “substance over style” philosophy, but it’s a risky strategy when cycling brands increasingly rely on social media to reach new audiences and build communities.

In cycling, word-of-mouth matters enormously, but it takes time to develop—and social media accelerates that process.

Verdict: Uphill Battle

The transition from La Passione to Noove represents an ambitious attempt to reimagine cycling apparel, but the signs aren’t encouraging. While the founders clearly learned some lessons from their previous venture, they may be ignoring others that proved crucial to La Passione’s initial success.

Their decision to minimize social media engagement seems particularly unusual in an industry where lifestyle branding and community building are essential. Meanwhile, their small-batch, high-price model faces the same fundamental challenge that has killed countless premium cycling startups: a limited market that’s already oversupplied with “authentic” and “sustainable” options.

Noove has the expertise and a compelling sustainability story, but good intentions and Italian craftsmanship won’t automatically translate to business success. The cycling apparel graveyard is full of brands with similar missions and credentials.

Time will tell if this second act becomes a comeback story or just another cautionary tale about the challenges of building a cycling brand in a competitive market.