Whether it’s political campaigns, dermatologists, or steakhouses, the world’s appetite for left field merch knows no bounds. But the thing that separates the grails from the meme shirts in this crowded marketplace is a sense of community. Good merch stands in for something shared — whether that’s a concert, an industry hangout, or a local skate shop. Good merch offers us a feeling, not a product.

Enter Dogpound: the ultra-luxury gym that boosts a tight-knit clientele ranging from Hugh Jackman to Justin Bieber to Karli Kloss. In addition to a renewal of the essentials worn by its team and loyalists, the brand has thrown its hat into the haute-merch ring with a limited run of upcycled Carhartt flannels. Sourced from vintage, dyed black, and embroidered by the sustainable manufacturer The General Standard, it's an item that finally allows us to use deadlift and deadstock in the same sentence. And according to the gym’s founder, celebrity trainer Kirk Myers, it’s the first of much more to come.

Dogpound’s entry into the merchwear game is unexpected but not unlikely. The gym’s brand identity, from its blacked-out architecture to its logo to this limited run of flannels has been shaped by its longtime client and legendary creative director Fabien Baron. With allies like Baron, as well as a community of actors, supermodels, and high-follower-count trainers, who is to say that the table is not set for the world’s first breakout fitness-to-streetwear crossover?

Aside from offering some thoughtful and sustainable gym gear, Dogpound’s coy endeavor into product tracks against our theory that the modern fashion brand is about successful world-building. “A brand’s universe, its visual identity, and loyalty are what bring it value more than anything else,” says Highsnobiety Editorial Director Christopher Morency on the topic. “Products, then, simply represent trophies of belonging.” With this idea in mind, the Supreme of tomorrow will much more likely come from a gym with a cult following than a Central Saint Martins grad.

We Recommend
  • Of Course, A$AP Rocky Is a Bottega Dad for Father's Day
    • Style
  • A Perfume So Iconic, It Gets Its Own Museum Exhibit
    • Beauty
  • New Balance Saved Its Best Fresh Foam Runner For Grey Day
    • Sneakers
  • April 26? It's Clarks' Wallabee Day, Of Course!
    • Sneakers
  • Behind the Pearly Gates of the GUESS Jeans Coachella Compound
    • Culture
What To Read Next
  • The Jordan 4's Skate Shoe Era Only Gets Better
    • Sneakers
  • A Low-Rise Jordan Icon Is Back After a Decade
    • Sneakers
  • Nike's Beloved Court Shoe Just Got a Incredibly Stylish Upgrade
    • Sneakers
  • Dreaming Big With JW Anderson
    • Style
  • At Martine Rose, Nike's Hybrid Air Max Sneaker Suddenly Appeared
    • Sneakers
  • Prada Gets Real (& Unreal, Too)
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.