An Interview with MAAP Co-Founder Jarrad Smith

Cycling clothes for those who don’t normally like cycling clothes

Founded by Jarrad Smith and Ollie Cousins back in 2014, Melbourne’s MAAP makes cycling clothes for those who don’t normally like cycling clothes. 

Alright, their bike-based wares are still skin-tight, and they’re still made from lycra, but thanks to MAAP’s mastery of form and fit (along with their knack for picking some of the most visually-soothing hues in the visible spectrum), their bibs, shorts and jerseys have a real air of subtle class seldom seen in the road cycling world. They’re off-the-bike gear is pretty smart too. 

Now a decade in, we caught up with Jarrad to talk about his early days on two wheels, riding bikes in Melbourne and the fine art of making cycling clothing that looks good.

First of all, how did you get into riding bikes in the first place? I suppose most people ride bikes as kids, but what kept you going?

Well, it all started with the neighborhood BMX crew when I was a kid. That feeling of freedom zipping around the block was pure magic. In my early 20s, mountain biking was my thing, and I even dabbled in a few races. Cycling became my go-to cross-training for beach volleyball until an injury sidelined me from the court. That’s when I dove headfirst into road cycling. Inspired by childhood Tour de France memories, I discovered the thrill of road criterium racing. Achieving A grade status was a major milestone and fuelled my passion even more.

You started MAAP in 2014. What was the spark that made you and Ollie want to start a clothing company? Were there any specific things you wanted to do differently?

I’d been deeply involved in cycling for about a decade, racing myself and managing our race team while also producing team gear in Italy. My obsession was to create a team aesthetic akin to a World Tour team racing at the Tour de France – everyone matching, using top-quality gear. I obsess over performance details. If we’re going to do anything, it needs to be the best. After my racing days, I was on the hunt for the next big thing in cycling. 

Ollie and I had been working together for a long time. He didn’t grow up in cycling, instead came into it from a background of skate and surf. This is more our style. He and I were looking for something different – something that didn’t yet exist in the cycling apparel category. Collaborating with Ollie, who shared my passion for cycling and streetwear, we set out to merge style and performance for on-bike apparel that we actually wanted to wear. We aimed to make cycling cool and show that wearing lycra is something to be proud of, all while laying the groundwork for expanding into off-bike apparel and accessories.

In the ten years since then it really feels like bike riding (or the culture around it) has loosened up a lot. Have you felt that too? What are your thoughts on cycling now versus ten years ago?

When I first started cycling, admitting my love for the sport and obsessing over tomorrow’s ride outfit felt almost taboo. Now, you’ll rarely catch me in anything but lycra! The shift in cycling culture is palpable, even in what I wear on the bike. In Melbourne, I’ll spend most of my time in full lycra head to toe on bunch rides and group rides with mates, while in LA, I’ll switch to a cargo bib and tee for afternoons cruising around the hills and streets of the city. I embrace being open and adaptable, always learning and trying new styles; enjoying all aspects of riding, apparel and growth as a person. As the cycling community expands, I believe we will continue to see this more and more.

What is ‘alt cycling’—how would you define that?

To me, Alt cycling isn’t just another way to frame gravel riding—it’s about embracing diverse ways of navigating the world on two wheels. Whether it’s road cycling, gravel grinding, hill climbs, bike packing, touring, or commuting to work or the pub, it’s about seizing the freedom of two wheels over four. Perhaps it harkens back to the liberation of childhood BMX days, where every ride was an adventure.

I have to be honest and say I don’t know much about the Melbourne cycling scene—are there certain regional traits or characteristics that kind of set the bike community apart in Melbourne? How does that influence MAAP and what you do? 

Melbourne boasts a vibrant cycling community, particularly in road cycling where bunch rides are a staple. There’s a strong emphasis on cycling apparel, though some could use a nudge in the right direction—I’m always happy to offer tips. Coffee culture and cycling go hand in hand here, with cyclists often seen fuelling up at cafes after their rides. This thriving cycling scene has been integral to MAAP’s success, embraced by a diverse community that values outdoor activity and a sense of camaraderie. The mix of creatives and professionals, coupled with a love for the outdoors, creates a unique atmosphere that has undoubtedly influenced our brand’s ethos and direction. 

At MAAP, we aim to be distinctly Melbourne in everything we do as a global brand. The sport of cycling is deeply rooted in a European heritage. We respect that history, and draw inspiration from it, but as we strive to propel the sport of cycling forward it’s critical we bring a divergent point of view forward so as to broaden the aperture of the sport and invite more people into it.

MAAP pulls from a lot further than just the cycling world. Is having that wider pool of influences important to keeping things interesting for you? 

Absolutely. Drawing inspiration from diverse sources beyond the cycling realm keeps our creative process fresh and exciting. We’re constantly exploring a wide range of influences—from art and design to fashion and culture—to infuse unique elements into our collections. This broader perspective not only adds depth to our designs but also allows us to push boundaries and innovate within the cycling industry. Ultimately, it’s about staying ahead of the curve and delivering fresh, compelling experiences for our community of riders.

I imagine making clothes for cycling takes a fair bit more thought than designing a simple t-shirt or a pair of everyday trousers. What are the kind of things you try to consider when making cycling clothing? 

For sure, this is completely true. Designing cycling apparel is indeed a meticulous process. The details matter. Comfort and performance is paramount to a great ride, especially with bib shorts, where a perfect fit is essential for long rides. We invest considerable time testing fabrics, chamois, and fit to ensure optimal comfort and performance. Fabric selection for jerseys is equally crucial, considering various riding conditions and seasons. Once the foundation is set, we focus on functionality, including pocket placement and accessibility. Then comes the creative part—making it look cool. It’s a fun journey of balancing style and functionality.

What makes good cycling clothing? Is it about striking the balance for comfort and function and form and everything else? There are a lot of boxes to tick, aren’t there?

Yes, so many boxes to tick. There’s a myriad of factors to consider. Firstly, the choice of fabric is crucial – it’s what you feel against your skin and sets the foundation for comfort. Then, there’s the functionality aspect – clothing should perform well on the bike and transition seamlessly for off-bike activities like café stops. Finally, the visual appeal matters too. A tasteful graphic design adds that extra touch of style while ensuring the clothing remains practical and versatile.

MAAP is fairly well known and respected now. How does that kind of success change or affect what you do? Is there almost a shift in dynamic when you go from being this small thing that’s kind of under-the-radar to becoming a renowned name? 

It’s interesting you bring that up. Surprisingly, our success hasn’t altered our approach or our vision for the brand. We’ve remained true to our original vision from a decade ago, and that authenticity has been our guiding light. If anything, the success we have seen is fuelling our passion to bring even more value and energy to the sport we love. We’ve expanded our reach to a wider community, we’re striving to invite more people into the sport, and that’s something I’m both humbled by and truly excited to see continue.

Often the irony of being involved heavily in something like cycling or outdoor clothing is that your work in these worlds can often limit your actual time enjoying the activities themselves. Rounding this off, how often do you get out on your bike now? Do you have certain routes or rides you regularly do to keep the wheels spinning?

In the early years of MAAP, I found myself with very little opportunity to ride due to a growing family and the demands of building the brand. However, as things evolved and we expanded our team, I’ve been able to carve out more time for riding. 

Nowadays, I aim for three or four rides per week, with last year totalling 8,000 kilometres. This year, I’ve set my sights on reaching 10,000 kilometres. So by 2030 I hope to be doing 20,000… Maybe! 

Riding isn’t just about testing our products; it’s where I find my best ideas and connect with the cycling community. Joining MAAP rides and events worldwide is a highlight for me, allowing me to ride with cyclists from all walks of life who share the same passion for cycling. I love meeting and chatting to all the customers we have. It’s a very special time in my life to be able to do that. It’s an incredible privilege to engage with our customers and be a part of such a vibrant community.

Find out more about MAAP here.

Interview by Sam Waller. Photos by Steve Beckett, Daniel Hughes, Chris Karalis and Mitch Wells.