is a cycling apparel brand founded in 2013 by respected cyclist Allan Oras. moomoo brings together functional world-class fabrics, crafting skills and Estonian design. This way we create quality that can be felt by all cyclists. Among our clients, moomoo is proud to be the official apparel provider for the Estonian Olympic Team



Allan Oras

My name is Allan Oras. I put on my first cycling jersey as a boy in 1988. Since then I have raced for many different cycling teams in Estonia, Latvia, France and Italy for over 15 years, which culminated in my winning the European Mountain Bike Marathon Championships in 2009.

This first hand experience at the front line of cycling has led me to have first-hand experience with the innovation and development of cycling apparel over the past decades. In 2013 I founded moomoo, to pass on this knowledge and experience gained from professional sport and help develop new and exciting cycling apparel.
Just as it was racing in the peloton, I feel the key to success is to have a close-knit team and to strive towards shared goals. Strong teamwork is the hallmark of moomoo’s high quality.

My race continues.

Allan Oras

About moomoo

moomoo’s team

moomoo, which started off with just two employees, has grown to include a staff of more than 10 people where everyone is dedicated to their job.

Our goal is to be more than just another cycling apparel brand. We allow our partners to have insight into the production process by involving them in the design work. To this end, we create a mutually understanding relationship with every client. The prerequisite for creating unique and appropriate cycling apparel is a personal approach.

We can be sure of the quality of our clothes as they are all made in one place under one roof.

Our use of premium sports fabrics and quality control, have built moomoo’s reputation quickly in Estonia and abroad. Our range of products are designed to suit Nordic weather conditions and provide everything necessary for in-season as well as off-season cycling.

Our close connection with the cycling community, teams and riders means we are constantly recieving feedback and input on our clothes, this knowledge gets feedback into our design and development which results in a constantly improving product.

Contact us



  • Foundation of moomoo with two employees
  • Basic series – gilet and long-sleeved jersey


  • Beginning of cooperation with Hawaii Express
  • First products for children
  • Pro series products
  • Becomes the cycling apparel partner of Tour of Estonia
  • Co-operation with Hawaii Express Estonian Cup
  • Co-operation with Eesti Rahva Velotuur
  • Estonia’s national cycling team clothing partner


  • Our very own sewers
  • Move to a new address at Riia 138c, Tartu
  • First products for women
  • Co-operation with MTB Est


  • Pro collection
  • Rio Olympic Games
  • Co-operation with Mina Olen Jalgrattur magazine
  • ‘Best new undertaking in Tartu’ title


  • 10 employees, we also occupy the third floor at Riia 138c
  • EST.1918 collection
  • Riparo jacket
  • Dryarn® base layers
  • All new website with product catalogue


  • Online store launch


  • Supplied Tour of Estonia with first ever fully recycled leaders jersey


  • All cyclists can order their own cycling uniform with a unique name - the Vira collection!
  • We are launching an orderable collection created specifically for the Gravel niche - gravel shirt and gravel bib-shorts.
  • Disclosure of the special uniform of the Estonian national team for the Tokyo Olympics and opening of orders for fan clothing. The author of the design is our creative director Timo Saabas.
  • The Estonian Olympic team rides for the 2nd Olympics in moomoo's cycling clothing. Estonia is represented by Janika Lõiv, Tanel Kangert and Peeter Pruus.


  • A support t-shirt for Ukraine charity. Within a couple of months, we made several dozen sets of training clothes for young Ukrainian athletes who arrived in Estonia.
  • Series of new clothes with moomoo's 9th season design (moIX).
  • Hanna Taaramäe starts as a moomoo brand ambassador.
  • Co-operation with the Finnish Cyclists' Union.
  • Co-operation with the Estonian Biathlon Federation and dress the national team.
  • A new ski clothing collection moomoo x EBT in co-operation with moomoo designers and athletes of the Estonian biathlon team.


  • moomoo dress Tartu2024 Cycling Team, the only UCI Continental level team in Estonia.
  • Co-operation with the Finnish women's cycling club Henttala Development Team.
  • Tuuli Tomingas achieves a historic 6th place at the Biathlon World Cup in the standard distance of 15 km in moomoo skis.
  • In co-operation with our ambassador Hanna Taaramäe the moomoo x Hanna collection of women's cycling clothing, is being produced.