Former La Passione founders Giuliano Ragazzi and Yurika Marchetti have reentered the cycling apparel space with a new brand – Noove – and a new focus: No overstock. No overproduction.
The new, Swiss label, “created by the entrepreneurs who once shook up the direct-to-consumer cycling-wear scene”, has launched with the aim of “drawing on experience—and the lessons learned from an industry drowning in excess stock.”
No overstock. No overproduction
At launch, the focus is clear. A business where the brand story is built around “Less Quantity, More Substance”.
“We’ve seen firsthand what happens when you chase scalability and growth at any cost. At Noove, we’re doing the opposite: scaling back to focus on value, purpose, and real needs,” reflects Yurika Marchetti.
What does this mean from a product range point of view? Jerseys, Bib Shorts, Base Layers and Socks – only the essentials – with “this same approach will define our upcoming Winter Collection”.
What we’re not told: If this men’s launch range will be joined, or followed, at a later date, by a women’s range.
What’s not 100% clear at launch: Will this be a ‘batch pre-order’ based approach, a ‘once the product is gone it’s gone’ limited drops approach, or a ‘just in time manufacturing’ approach? Each has its respective merits and challenges.
Responsible production (which means very different things to a wide variety of people) means Noove garments will be “made in small Italian workshops with fair conditions and continuous quality control”.
The brand is also emphasising the use of “low‑impact materials” – which is clarified as using “certified recycled or resource-saving fabrics designed for durability and real performance”.
Rethinking a broken system
The apparel industry is facing a quiet but dangerous crisis of overproduction and waste. Warehouses are filled with unsold stock. Resources are wasted — sometimes burned — while riders search through endless product lines.
At launch, Giuliano Ragazzi comments: “The ‘more is better’ model is outdated, inefficient, and unsustainable. Noove is here to reset the equation: make less, make better, waste nothing. The system is collapsing under the weight of its own excess. The only way forward is to rethink everything—from what we produce to why we produce it.”
