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About Panache

Panache Brand


Panache was founded on the belief that cycling is more than an activity; it is a way of life. A way of life that reveals truths and gives one a better understanding of self and time through both the internal and external challenge that cycling provides. We pursue this belief by passionately fusing style and innovation in a way that respects, but also redefines apparel, accessories, and service - and thus, enhances our quest for cycling nirvana.


Panache is rooted in race. Panache founder, Don Powell, raced professional in Europe for the Belgian based, Saxon / Selle Italia Professional Cycling Team in the early nineties. It was in the frigid, rain-swollen, gutters in the Flanders region of Belgium that Powell first began thinking that there was a better way to stay warm and go fast, while remaining unencumbered by the solutions.

Socks as shoe covers, the norm at the time, insulated marginally, but got heavy in the rain. Cotton cycling caps kept you warm for the first 30 mins, but then became wet and cold with zero thermal properties. The same was true with the cotton, paisley neck kerchief in vogue at the time: great when dry, not so great once sweat through. Powell also experimented with turning his skinsuit top into his jersey to get better aerodynamics.

In 2010, Powell, taking many of these ideas and concepts (meticulously documented in his diary from the time), started Panache with the goal of continually going beyond what exists to allow cyclists to go faster, look better, and be comfortable without compromising the former. The diary, by the way, was a houndstooth covered binder, the original inspiration for the houndstooth motif that is rich throughout the Panache line.

It’s also worth noting that Powell, unlike many of that day, raced with a clean heart. No additives, he likes to say. This straightforward, no cheating attitude is also at the heart of Panache. We don’t BS with the marketing. We call it like it is.