Being unseen is a strange problem for a brand. Traditionally, it’s the biggest threat. Exposure drives clicks, clicks drive sales, and the best product in the world is useless if no one knows it exists. And yet here we are. An online brand quietly questioning the “online” part of that equation. How do you remove the e  from e-commerce and still exist? It feels like a contradiction. A good way to get stuck. A recipe for disappearing. But maybe that’s the wrong way to look at it. Maybe we don’t...

Black Friday rolls around with the usual chaos, but this year it feels a bit different. There’s something softer in the air. Summer’s close. The evenings are longer. People seem to be moving a little slower. It feels like the year is getting ready to exhale. Because of that, the noise doesn’t hit as hard. It kind of fades into the background once you step outside and remember real life is still happening. Training feels good at this time of year. Warm gyms. Sweat on sunlit floors. Music...

I’m excited to share that we’re close to launching our first ever pair of training shorts. It feels like a small step, but for us it’s a...