Alt-Running: The Rise of IYKYK Activewear Brands
For reasons I'm not going to get into here, there's been a palpable increase in interest for the hobby that is running, and the perks that come with it. Be it for city dwellers to stomp away at their frustrations, or for country folk to inhale their surrounding open spaces, running is the sport — and dating method, apparently — of our times. And, most importantly, it's good for your mental and physical health.
With this risen popularity of the sport have also come a long line-up of let's call them gear providers, offering relief from a market previously overpopulated by the same old mainstream players. Y'all know who I'm talking about.
Anyhow, this welcome onslaught of stylishly alt active wear labels called for a run-through (ha, get it?) of some of their innovatively designed shoes and apparel. With some better, some less known, this END.-powered list of indie running brands is sure to get you up to speed (can't help myself) on all that is new and cool and worth the hype in the running space.
CIELE ATHLETICS Cap
Founded in 2014 in Montreal, CIELE ATHLETICS is focused on stylish, high-performance headwear, specifically. Thanks to trademark COOLmatic mesh and UPF 40+ protection, these hats have got you covered (shut me up!).
END. x Represent Oversized Tank
END. collaborated with UK-label Represent, for an active wear capsule that bridges the gap between luxury streetwear and effortless functionality.
Over Over Sport Shirt
With its breathable, moisture-absorbing running clothes, Over Over makes understated fitness wear that looks as good sprinting rounds in the park as it does as part of a light, layered look.
Satisfy MothTech Muscle Shirt
Satisfy's body-mapped “moth” holes for cooling and ventilation are both highly practical and a unique design attribute. Produced ethically in Portugal, the French brand's pieces are known for their art-inspired, gender-fluid appeal.
KA_YO_Prototype Shorts
Established in 2021, KA_YO_Prototype's tear-resistant, quick-drying, multi-pocketed and reflective shorts perfectly exemplify the young company's outdoor, trail, and urban influences, funneled through a distinctly Nordic POV.
The North Face x UNDERCOVER Trail Shorts
Now neither The North Face nor UNDERCOVER are particularly new as such. However, their joint attempt at optimizing performance style is a delicious blend of talents and references.
SOAR Speed Shorts
SOAR is a UK-based, minimalist running brand specializing in technical garments that prioritize speed, comfort, and freedom of movement. These skin-tight, ultra-light race shorts with laser-cut hems, sweat-wicking, and reflective details are case in point.
KAVU Rope Bag
Seattle's KAVU first hit the scene in 1993, and has thus been around a good bit longer than some of the others mentioned. Its quietly carved a long-term nook for itself with creative, utilitarian and outdoorsy designs.
HOKA Mafate Speed 4 Lite
HOKA's not the youngest, nor the most under-the-radar contender here, by any means. Nonetheless, its cushioned running shoes have gradually outpaced some of the biggest and best competitors in the game, more than qualifying it for a special shoutout here.
On Cloudsurfer Next
Similarly, once a Swiss startup by the name of On Running, On has by now forced itself into just about any and every conversation on the topic of running shoes, to great avail. With high profile collabs and ambassadors under its belt, On's winning streak's been on-going (last one, I promise).
