The recent trend for jeans has seen them becoming slimmer in fit. At the same time there is growing participation in sports that lead to stronger and larger thighs and gluteus, such as cycling, rugby and CrossFit. The number of CrossFit affiliates has boomed to 1,056 in the UK & Ireland alone. There has also been a well-documented surge in cycling in the UK in recent years, which shows no signs of slowing (British Cycling has seen 50% year on year growth in membership numbers since London 2012). The same issue applies to many people playing Gaelic football, soccer, body building and a vast number of other sports. In addition, there is a portion of the population who are just built with thick, strong legs.
We have spent a lifetime frustratingly sweating it out in hot fitting rooms, going through pair after pair of jeans, trousers, shorts...anything that goes on our lower half. The fashion world seemed to be against us, despite the trends and changes in body shapes detailed above!
So we decided to take matters in to our own hands and make some awesome clothing specifically for the muscular lower half, starting with superior denim designed to accommodate these athletic body shapes.
We have spent the best part of a year coming up with the right material construction, finding manufacturers and suppliers who were the right fit for us, choosing colours and styles, setting up the website, designing the logo (which we think is great, by the way), tweaking the designs, hitting social media, investing our money, agreeing deals with shipping handlers, setting up bank accounts, and much, much more. We are sure the effort will be worth it.
Designed for athletes, our jeans are made to fit comfortably over muscular legs by accommodating large quads and gluteus. But we haven't stopped there. We have underwear (life-changing in our humble opinion) and shorts, as well as our snapbacks to look the part.
This infograph details the steps involved so far. As launch date approaches we are starting to get very excited about Athlete Denim and freeing everyone's quads.
Keep your eyes peeled for Launch Date.