X.WA + LFR collection

As Brian Holm and X.WAs Jacob are coffee/riding friends since the last thousand, this Support Collaboration was obvious to do! Both the respect towards classic cycling and each their experiences with prober qualities and manufacturers made sense.  Together with Brian’s son Albert (Team Carl Ras Suri) we hereby reboot La Flamme Rouge shop (external); Supporting the Cancer Foundation. Please go Facebook if you wish to read more about LFR.

Now stepping up with X.WA Superb Apparel to all caring riders meeting today’s request for HQ and fit. Still priceable fair.

The Foundation. La Flamme Rouge is a Danish association founded by former cyclist and 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.

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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.
Brian and his Son here pictured before a ride. Albert has now joined in the opereation of LFR and will be the daily contact within

Brian holm

Every ride will keep you stronger. Both mental and psychical.

The team behind the 2023 La flamme rouge collection

La Flamme Rouge has been a strong team since 2011. Collected and donated 90% its revenue to cancer patients and families.

The team has through the years been managed by Ralf Ritter and Søren. 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 by Jacob Ørholm. Known for his Co-Founding part in Pas Normal Studios and later the Olympic design – now at all Unions’ teams suit. Including the Team Novo Nordisk overall look. Jacob is now among Goodfellas at Konggaard building up the Willing Able Project.

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

The LFR team

Ralf and Søren in the middle. Not pictured: Rasmus R. Pedersen (e-commerce) and Albert (e-drifting), Jacob (X.WA Brand/Design) and the chief himself.


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