Our Story

Panache Cyclewear 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.


To transform lives through cycling by making great, style-driven apparel that inspires people to ride bikes.


Panache is rooted in race. Panache founder, Don Powell, raced professionally 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.

Powell, taking many of these ideas and concepts started Panache in 2010 with the goal of continually going beyond what exists to allow cyclists to go faster, look better, and be comfortable without compromise.

To this day, Panache continues to innovate the riding experience.