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Sugoi is a Canadian sportswear brand, specializing in cycling, running and triathlon apparel. It was founded in 1987 by husband and wife David Hollands, a Canadian cyclist, and Carol Prantner, who graduated from Kwantlen Polytechnic University of British Columbia with a degree in Fashion Technology. They chose "Sugoi" as the name for their company, which is Japanese for "incredible".

What started as a small business for cycling shorts with one seamstress in the home of Hollands and Prantner has grown into an international company with more than 200 employees. In 2005, Sugoi was bought by bicycle manufacturer Cannondale, and Prantner left the company the following year. The Cannondale/Sugoi group was in turn purchased in February 2008 by Dorel Industries of Montreal.

Sugoi became a clothing sponsor of the Italian cycling team Liquigas-Cannondale in 2011.

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