Ornot
Ornot is an independent, bootstrapped cycling apparel brand founded in 2013 in San Francisco that designs and sells technical jerseys, bib shorts, Mission Shorts, and accessories via a global Shopify storefront and a single Clement Street showroom, with domestic manufacturing and sustainability-led positioning.
- Company typePrivate
- Founded2013
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ornot does
Ornot is an independent, bootstrapped cycling apparel company founded in 2013 and headquartered in San Francisco. The company designs and sells technical cycling clothing and accessories — including jerseys, bib shorts, Mission Shorts, UV trail shirts, base layers, socks, handlebar bags, and outerwear — built on performance fabrics such as Polartec Delta evaporative cooling technology, Challenge UltraGrid recycled material, ECOPAK, and Nuyarn merino wool, with Bluesign and OEKO-TEX certifications and PFAS-free DWR coatings. Most production is conducted in California through domestic sewing partners, and sustainability is reinforced through 1% For the Planet membership and use of recycled and deadstock fabrics.
Ornot operates a direct-to-consumer model via a Shopify e-commerce storefront with international shipping to approximately 50 countries and a single physical showroom at 59 Clement Street in San Francisco's Inner Richmond neighborhood, which also stocks curated partner brands (QUOC, Rene Herse, Ultradynamico, Spurcycle, Andytown Coffee). Pricing is unit-based with no subscription, ranging from $20 socks to $285 jackets, and free USA shipping is offered on orders over $175. The company augments its commerce activity with a community-led GTM: weekly "After Cake" rides organized through Strava, the annual Tam Week Mt. Tamalpais challenge (300+ riders), a sponsored athlete program, and a Journal content blog.
Revenue is generated entirely through one-time product sales and digital gift cards ($50-$400 denominations). The firm is founder-led by Matt Quann, runs with 1-10 employees, and has explicitly stated it holds no venture capital or outside investment. Ornot's stated positioning is durable, responsibly-made cycling apparel sold at moderate price points relative to premium cycling brands, anchored by earned-media validation (Bicycling Magazine Gear of the Year awards for Mission Shorts and UV Hooded Trail Shirt 2024; Wirecutter Pick for Handlebar Bag).
Ornot firmographics
Firmographics- Name
- Ornot
- Legal name
- Ornot
- Website
- https://ornotbike.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ornot is an independent, bootstrapped cycling apparel brand founded in 2013 in San Francisco that designs and sells technical jerseys, bib shorts, Mission Shorts, and accessories via a global Shopify storefront and a single Clement Street showroom, with domestic manufacturing and sustainability-led positioning.
- Ownership category
- akta.pro rank
Ornot industry classification
Industry- Product category
- Cycling Apparel and Accessories
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Manufacturing (315), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
- akta.pro secondary industry
- Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)
Keywords
Where Ornot is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ornot business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales of cycling apparel and accessories through the company's Shopify e-commerce platform. One-time product purchases at various price points ranging from $20 for socks to $285 for premium jackets.
- Retail Showroom Sales: Physical retail location in San Francisco selling Ornot products and select partner brands including QUOC shoes, Ultradynamico tires, Rene Herse tires, Spurcycle Bells, and Andytown Coffee.
- Gift Cards: Digital gift cards sold in denominations from $50 to $400, delivered via email.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Jerseys range from $85-$175 depending on style and complexity |
| Unit Pricing | Pay-as-you-go | Bibs and shorts range from $126-$228 |
| Unit Pricing | Pay-as-you-go | Outerwear and accessories at various price points |
| Unit Pricing | Pay-as-you-go | Socks priced at $20-$30 |
| Unit Pricing | Pay-as-you-go | Bags and accessories |
| Unit Pricing | Pay-as-you-go | Base layers and boxers |
| Unit Pricing | Pay-as-you-go | Gift Cards available in $50-$400 denominations |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Ornot product offering
Product offeringCore offering
Ornot designs and sells technical cycling apparel and accessories — including jerseys, bib shorts, mission shorts, UV trail shirts, base layers, socks, jackets, caps, gloves, handlebar/seat bags, musettes, water bottles, and stretch belts — primarily manufactured in California from Bluesign and OEKO-TEX certified, recycled, and deadstock fabrics. Products are sold direct-to-consumer through a Shopify online store and a San Francisco showroom, with a strong emphasis on sustainability (1% For the Planet membership, PFAS-free DWR coatings) and durability over fast fashion.
Product overview
Ornot is an independent cycling apparel brand based in San Francisco, founded in 2013. The company offers a comprehensive range of technical cycling clothing and accessories designed for performance and sustainability. The product portfolio centers on jerseys (House Jerseys, Park Jersey, Habanero Delta Jersey with Polartec cooling technology), bib shorts (Cargo Bib Shorts, Work Bib Shorts, Not Cargo Bib Shorts), and Mission Shorts (available in Regular and Lightweight versions). Additional products include UV Trail Shirts and Hooded versions, base layers (Merino and synthetic), socks (Lightweight, Merino, and Winter varieties), caps, gloves, handlebar bags, seat bags, musettes, water bottles, stretch belts, and outerwear. Most products are made in the USA using recycled, Bluesign-approved, and PFAS-free materials. The brand emphasizes domestic manufacturing, sustainability through deadstock fabric usage, and timeless design over fast fashion.
Differentiator
Problem solved
Functional benefit
Products and services
- House Jerseys (Men's and Women's cycling jerseys) Made-in-USA House Jerseys offered in short sleeve ($155) and long sleeve ($165) for men and women, part of the core cycling jersey line.
- Habanero Delta Jersey Hot-weather cycling jersey ($165-$175) made with Polartec Delta deadstock fabric featuring dual-yarn Tencel lyocell/polyester evaporative cooling, designed for temperatures 70°F and up.
- Bib Shorts (Cargo, Work, Not Cargo) Technical cycling bib shorts including Cargo Bib Short ($228) with integrated flat cargo pockets, Work Bib Short ($184), and Not Cargo Bib Short ($208), featuring all-day compression fabric and endurance chamois.
- Mission Shorts Versatile do-it-all cycling shorts ($126) in Regular and Lightweight versions with recycled bluesign-approved stretch-woven fabric, rear zippered pockets, reinforced gusset, and made-in-USA construction; designed for both cycling and casual wear.
- UV Hooded Trail Shirt Lightweight hooded sun protection shirt ($85) with UPF 30 rating, quick-drying Italian-made Oeko-Tex recycled fabric, bike-specific tailoring, and rear pocket; recognized as Bicycling Magazine Gear of the Year 2024.
- UV Trail Shirts (hooded and non-hooded) Technical UPF 30 trail shirts with quick-drying recycled fabric and bike-specific tailoring, available in hooded and non-hooded versions for men and women.
- Base Layers Merino and lightweight synthetic base layers ($62-$79) plus Merino Boxer Briefs ($48) and Ultralight Boxer Briefs ($40) for temperature regulation under cycling apparel.
- Socks USA-made cycling socks in Lightweight ($20, from recycled water bottles), Merino ($26, RWS-certified wool), and Winter Merino ($30) varieties.
- Caps and Gloves Cycling caps including Linen Cycling Cap, Organic Cotton Cap, Swiss Cotton Cap, and 5-Panel Hat, plus Merino Gloves ($45) and Alpha Winter Gloves.
- Jackets and Vests Cycling outerwear including the Magic Shell Jacket ($214-$285), Micro Climate Vest, and Lightweight Vest.
- Handlebar Bags Original-design bike handlebar bags ($86 standard, $54 Mini) in Challenge UltraGrid recycled fabric with PFC-free DWR coating, available in ECOPAK and UltraGrid materials, with 3.1L capacity, three cargo pockets, internal key clip, phone holster, wraparound zipper, and Voile straps.
- Seat Bags Bike seat bags ($36) made from ECOPAK or UltraGrid recycled materials.
- Musette Bags Lightweight musette bags ($38) for carrying ride essentials.
- Water Bottles Bicycle water bottles ($18) including Cool Cat and SF Bottle 415 collections.
- Stretch Belt Elastic magnetic-closure belt ($39) with stretch webbing, slim magnetic buckle, no belt holes, fits 19-40 inch waists, sewn domestically in Oakland CA.
- Merino Riding Shirts Nuyarn merino riding shirts made from RWS-certified wool, intended for cycling and outdoor activities.
- Gift Cards Digital gift cards delivered by email in denominations of $50, $100, $150, $200, $250, $300, and $400.
- Special Projects Collection Limited-run garments from premium deadstock fabrics, cut and sewn in California, sold as a special collection series.
Quantifiable outcome
- Mission Shorts recognized as Bicycling Magazine Gear of the Year Award Winner
- +2 more outcomes
Companies that use Ornot
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Ornot technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Ornot partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- PolarteccorePolartec is Ornot's fabric partner, providing technical textiles including Polartec Delta cooling fabric and Polartec's commitment to 100% recycled materials and biodegradability. Their fabric partner has committed to responsible textile production standards.
- Challenge Performance FabricscoreChallenge provides UltraGrid recycled fabric used in Ornot's handlebar bags. UltraGrid is a 100% recycled fabric with PFC-free durable water repellent coating.
- QUOCminorQUOC shoes are carried in Ornot's San Francisco showroom as part of their curated selection of cycling-related brands alongside their own products.
- UltradynamicominorUltradynamico tires are carried in Ornot's San Francisco showroom as part of their curated selection of cycling-related brands.
- Rene HerseminorRene Herse tires are carried in Ornot's San Francisco showroom as part of their curated selection of cycling-related brands.
- SpurcycleminorSpurcycle bells are carried in Ornot's San Francisco showroom and featured in the Journal blog through a 'Five Questions with Spurcycle' interview feature. Spurcycle also produces titanium key clips sold in Ornot's accessory lineup.
- Andytown CoffeeminorAndytown Coffee is stocked in Ornot's San Francisco showroom as a complementary offering for visitors.
- 1% For the PlanetcoreEnvironmental giving organization to which Ornot commits 1% of sales. Founded in 2002 by Yvon Chouinard (Patagonia) and Craig Mathews. Certifies giving to approved environmental nonprofits at year-end.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Ornot competitors and assessment
Company assessmentDirect peers
- Rapha: Premium cycling apparel and lifestyle brand — the category leader Ornot competes against directly. Similar DTC e-commerce model, premium pricing, and community-focused marketing (Rapha Cycling Club). Rapha is the benchmark for premium-positioned cycling apparel.
- Castelli: Italian heritage cycling apparel brand focused on road and gravel performance apparel. Directly comparable product range (jerseys, bib shorts, jackets) and similar premium positioning aimed at performance cyclists.
- MAAP: Australian premium cycling apparel brand with strong DTC and community-driven marketing, very similar to Ornot in positioning and target customer. Comparable premium pricing, technical apparel focus, and athlete-led brand storytelling.
- Pas Normal Studios: Copenhagen-based premium cycling apparel brand with a fashion-forward design language. Comparable target customer, similar DTC-first model, and overlapping product categories (jerseys, bibs, outerwear).
- Velocio: US-based premium cycling apparel brand with a focus on technical performance and US manufacturing roots. Closely comparable to Ornot on positioning, geography, and product philosophy.
- Q36.5: Italian premium cycling apparel brand focused on technical innovation and pro-level performance. Comparable in product range, premium pricing, and direct-to-consumer business model.
- Sportful: Italian heritage cycling apparel brand with deep roots in performance road and cross-country cycling. Comparable product categories and target customer, though with broader wholesale distribution.
Broad incumbents
- Pearl Izumi: Long-established cycling apparel and footwear brand with broad product lines across road, mountain, and trail. Comparable as a cycling-apparel specialist but at much larger scale and with broader distribution through specialty bike shops.
Emerging players
- Chrome Industries: Urban cycling brand with a strong bag and footwear heritage that has expanded into apparel. Comparable on urban/commuter cycling focus and bag category overlap with Ornot's handlebar bag line.
Regional players
- Mission Workshop: San Francisco-based independent cycling and apparel brand with overlapping community-driven DNA, US manufacturing focus, and similar target customer of urban/commuter cyclists. Comparable on geography and brand ethos.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Ornot social profiles
Digital presenceOrnot compliance and trust
Trust signalCompliance4 records
Ornot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ornot leadership team
Management profileNumber of profiles
Profiles4 records
Ornot funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ornot M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ornot
What does Ornot do?
Ornot designs and sells technical cycling apparel and accessories — including jerseys, bib shorts, mission shorts, UV trail shirts, base layers, socks, jackets, caps, gloves, handlebar/seat bags, musettes, water bottles, and stretch belts — primarily manufactured in California from Bluesign and OEKO-TEX certified, recycled, and deadstock fabrics. Products are sold direct-to-consumer through a Shopify online store and a San Francisco showroom, with a strong emphasis on sustainability (1% For the Planet membership, PFAS-free DWR coatings) and durability over fast fashion.
Is Ornot a public or private company?
Ornot is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ornot founded?
Ornot was founded in 2013. It employs 1 to 10 people.
Where is Ornot based?
Ornot is headquartered in San Francisco, United States, in the North America region.
How does Ornot make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are retail Showroom Sales and gift Cards.
Who are Ornot's main competitors?
Direct peers on record are Rapha, Castelli, MAAP, Pas Normal Studios, Velocio, Q36.5 and Sportful. Pearl Izumi is listed as a broad incumbent. Chrome Industries is listed as an emerging player. Mission Workshop is listed as a regional player.
Does Ornot have an API?
No public API is recorded for Ornot.
What industry is Ornot in?
Ornot's product category is Cycling Apparel and Accessories. Its primary akta.pro industry code is CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail, with a secondary code of IMAOAFAI, Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear). Its NAICS code is 3159 and its SIC code is 3949.