\\_It's time for RUNNING to give a FCK.
Sustainable. Ethical. We are an innovation-driven performance running brand founded on the belief that it’s time for running to give back to the environment all runners take so much joy from. It can no longer be a one way street (or trail) of take, take, take. We have to take responsibility for looking after our planet, too.
That’s why all our innovations are based around the research & development of fabrics that are better for the environment — whether they be fabrics made from recycled plastic bottles or from upcycled industrial waste.
But of course, we understand that performance absolutely matters. That’s why we also believe our innovations are also better when it comes to the simple act of stepping out the door, putting one foot in front of the other, and going for a run. Whether your schedule calls for going long, or whether you’re being asked to set your lungs, legs, heart, and roads on fire.
\\_Because virgin PLASTIC is WTF?
Polyester is plastic and plastic is petroleum dug up from the depths of ocean floor beds. Guess what most of your running gear is made from? Yes, plastic.
It seemed insane to us to start a brand and be responsible for putting even more virgin plastic out into the world. That’s why we partnered with one of the world’s leading performance fabric manufacturing mills to R&D and create [ BottleKnit™ ] – made from 100% recycled plastic bottles collected and shredded in Europe and reborn into a premium, breathable, moisture-wicking performance running fabric, in Milan, Italy.
Our first launch colour is Petroleum, yes, because we think it’s a great colour, but also because it’s a statement against what ‘normal’ running gear is made of, and therefore what the brands who use it stand for.
\\_BETTER comes at a COST.
Yes, our running innovations are a little more expensive than (most of but not all of) the running brands you are used to purchasing. The reality is, creating better, being more responsible, more sustainable, with not only our product developments, but also with our packaging and process, is... expensive.
The recycled paper and soybean ink used to make our wrapping seal stickers, that wrap our recycled tissue paper, that snuggles and protects your running gear inside our plant-based and compostable courier delivery satchels, is also... expensive.
And all the other ‘small but big’ more responsible decisions we’re constantly making along the way, they’re... expensive too.
It all adds up. Put really simply, we’re expensive because our costs are more expensive than what all the ‘non-give a fck’ brands pay for the decisions they make.
We are not trying to do anything special here, we are just trying to do what is right. Which just so happens to involve completely turning running on its lazy head to make that happen.
\\_It's NOT the STONE AGE.
Sure, the first runners were cavemen – either chasing after dinner, or avoiding being it. But unless you’ve been living under a rock, you’d be well aware that times have changed. And so has technology.
Every garment we produce comes with a [ QR code ] woven into the label. Gone are the days of having to download a scanning app; your smart phone’s camera easily reads it and gives you a link to follow. There you’ll find relevant content and product information.
Sure, it might seem pretty basic to begin with, but the aim is for it to evolve over time. Maybe you have some ideas? Seriously, it’s so simple, even our Neanderthal friends could figure it out.
Fun fact: Tortoises have been around since the Stone Age though :)
\\_Because ONE BRAND'S WASTE is OUR BRAND'S treasure.
It’s pretty much exactly what it says it is. It’s industry waste; including discarded off-cuts from the manufacturing process (of other brands) that’s collected and shredded back down, then reborn into a new equally good performance nylon/elastane fabric.
Unfortunately, we cannot lay claim to have developed the sheer fabric-genius we call [ WasteKnit™ ]. That accolade is reserved for our brilliant Milan-based knitting mill partner. But, we are most-likely the very first performance running brand to toe a start line in it, poised... ready to slay.
\\_It's a [ BETTER ] wrap.
Plant-based, compostable, black, stealth-like mailers. Compostable individual garment bags, instead of the standard industry use of cheap, environmental disaster of plastic bags. Recycled wrapping tissue paper. Soybean & vegatable inks. Recycled card swing tags. These are all proud details. Small, extremely costly alternatives, but really is there any alternative?