W/A x LFR / launches 1.4.23

All. Rouleur + Race fit



The Directors cut

La Flamme Rouge is a Danish association founded by former cyclist and current sports director Brian Holm. The purpose of the association is to support the people who have been affected in one way or another by the disease cancer. The association has, among other things, organized several different sports events for cancer patients and their relatives.

One of the founders, Brian Holm, has himself had cancer close to his life. In 2004 he suffered from bowel cancer. He has described the course of the illness as the last kilometer that had to be overcome. And that is exactly what La Flamme Rouge stands for: The last kilometer.

The last kilometer

When the cyclists cycle under the red flame, it means that there is only one kilometer left and it is now that they really have to put extra gas on the pedals. Brian Holm has drawn a parallel between the last kilometer on the bike and an illness with cancer, from which the name “La Flamme Rouge” arose.

Contact La Flamme Rouge

Contact LFR

Albert eller Konggaard

Address Kongensvej 99
2000 Frederiksberg C

Race or comfy.

Support the foundation

Holm says

"Quality rides calls for best technical apparel and a nice look ..."

The LFR Design Team

La Flamme Rouge has been a strong team since 200X. Collected and donated 90% its revenue to cancer patients and families.

The creative team consists of Albert Holm – who strengthens the younger generation and operation on a daily basis. Rasmus Rothman still controls the online commerce. The always stylish Brian Holm provides creative and authentic imprint.

The creative team is led and designed by Jacob Ørholm. Known for his Co-Founding part in Pas Normal Studios and later the Olympic design – now at all the Unions’ teams. Jacob ran Canadian Argon 18’s European creative expression and content. Including the Team Novo Nordisk overall look until Jacob was hit by a bicycle accident in Mallorca in 2021. After a coma and 6 weeks of hospitalization, Jacob is now finally on his way back.
Joined goodfellas at Konggaard who wanted him well and kickstarted his professional comeback.

Brian and Jacob have been friends and training partners for 20 years. Jacob has also helped with several LFR designs.

Previous Jacob and brian co-work

The Content makers

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la flamme rouge collection 2023