There’s something inspiring about seeing a brand grow from an idea into a global community. Recently, I headed to Soho for the official launch party of MAAP LaB London, the Australian cycling apparel brand’s latest retail destination.
The interior immediately stood out. Bright overhead light panels illuminated metallic surfaces, creating a clean, almost clinical atmosphere that felt distinctly different from a conventional clothing store.
A DJ provided the soundtrack as the space filled with guests. I was joined by my friend and designer Kyle Ayuba, who is collaborating with me on a future Region design. More on that soon.
As the evening got underway, I caught up with MAAP co-founder Jarrad Smith to discuss the journey to opening in London. He explained that the team had been searching for a suitable location four or five years earlier.
From Melbourne to London
When Jarrad and Oliver Cousins founded MAAP in 2014, their ambitions included opening ten stores and establishing a professional cycling team. Since then, the brand has achieved those goals and continued to grow internationally.
I was particularly interested in how MAAP built its early momentum. Jarrad highlighted the importance of great products and physical pop-ups in Melbourne, which gave customers a chance to experience the brand in person.
His background in skate and surf culture also influenced MAAP’s approach to cycling apparel. By bringing a different creative perspective to the sport, the brand helped attract people beyond traditional cycling audiences.
It’s an approach that resonates with Region. Originally rooted in skate and surf culture, the brand’s 2026 relaunch is about taking those influences into a wider world of outdoor movement, creativity and self-expression.
Inspiration for the next chapter
The evening also offered the chance to meet professional cyclist Luke Plapp, who had recently won a stage of the Giro d’Italia. He showed us his Tudor watch commemorating the victory, with a pink dial inspired by the race.
Leaving the event, I was reminded that building a brand goes beyond creating great products. Community, physical experiences and a clear creative identity all play an important role in bringing people together.
For Region, the next chapter is still taking shape. The Region Origins collection marks the beginning of that journey with a renewed focus on creativity, outdoor movement and self-expression.
Visiting MAAP LaB London offered plenty of inspiration. It was a reminder that a brand’s ambitions can extend far beyond its original idea — provided the product, identity and community continue to move in the same direction.
Discover MAAP LaB London
Follow @maap.lab.london on Instagram for the latest updates, events and community rides.
Visit the store at 29 Great Pulteney Street, Soho, London, W1F 9NN.
