InTime

We are a start up performance running apparel brand that does not have a defined launch date. Why not? Because there are a few things we believe are more important than a date plucked from the calendar. Things that must be as close to right from the very beginning. Things that take a bit longer to figure out when you’re determined to not just pick a roll of polyester fabric off the shelf — no matter how breathable, moisture-wicking or sexy the colour is.

We care about not totally fcking the planet. And we suspect that as a runner, you probably do too, right? That’s why one of the things we’re trying to get right where humanly possible is fabric choices. Yes, think sustainable. Think eco. But… not if that means wearing a hair shirt. We are not Martyrs. We are Realists. If an eco-credentialed fabric doesn’t at least perform equally to — if not better than its evil rivals then we won’t use it. Because performance absolutely matter.

This means that as Realists, realistically there probably will be times where the label you’ve just shelled out your hard-earned on doesn’t read ‘100% slaying the sustainability game’. And although we will be totally transparent about that, it doesn’t mean it won’t annoy us even more than it does you. Sorry in advance. But, as we all know, keyboard warriors will always find something to hate on anyway. Maybe they just need to get out and run more? Bless them.

Of course, there are other things we’re stubbornly trying to nail from the beginning too, but we’ll bore you with those (think education and inspiration) another time. For now, if you’re curious enough to follow our progress, feel free to sign up. In the long run, whether you’re running or launching a running brand, sometimes it’s better to be the Tortoise than the Hare.