Building MAAP

Overnight Success

Over the past decade, MAAP has risen to become one of the most successful and highly regarded apparel brands in the market. Born in the age of Instagram brands in 2014, there was an explosion of these micro-brands with a design-led ethos popping up all over the place. Cycling apparel was going through a big change at this time. People were loving untraditional and playful kits and they were beginning to become a fashion statement just as much as they were a technical product. The barrier to entry for apparel was getting fairly low at this time as custom kit were accessible to anyone, and social media was a new way of gaining a following and building a brand.

I’ve known the co-founders of MAAP, Jarrad Lawrie and Ollie Cousins since before the inception of the brand. Since their early days we’ve done many kit collaborations together and I’ve had enormous respect and admiration for what they’ve built.

While all of us reside in the city of Melbourne, Australia and see each other from time to time and we have many mutual friends, I actually don’t know their founding story in detail until now.

I've wanted to do this episode for a long time now and I’m glad I finally got the chance to sit down with Jarrad and Ollie to share their remarkable journey.

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