Scottish Throwdown

With just 2 weeks of trading under our belt, we decided to help sponsor the Scottish Throwdown, which is a CrossFit competition held at the SFN Expo (Sport, Fitness & Nutrition Exhibition). We laid on Athlete Denim caps for all 14 of the winners, as well as our Athletic Fit Jeans for the Men's RX Winners (teams of 2).

The event was a massive success, thanks to a hugely impressive rig assembled by ClydeBuilt Fitness, and seamless logistics. CrossFit Glasgow, one of the biggest and best established boxes in Europe, handled that side of it and did a fantastic job.

For anyone who has never heard of CrossFit, or thinks it is one of those weird ski-type machines you get in health centres, here is a short description:

CrossFit is constantly varied functional movements performed at high intensity. All CrossFit workouts are based on functional movements, and these movements reflect the best aspects of gymnastics, weightlifting, running, rowing and more.

The level of fitness on display was breath-taking, and I was secretly glad to be on the side-lines watching with my family. My 6 year old son was impressed by the ability of some of the athletes to do a bear complex with a 'hundred tonne weight' (he gets his tonnes and kilos mixed up).

One thing was for sure, whoever won the jeans was badly in need of them. The type of training these guys do means they have proper quads which normal jeans won't accommodate. The eventual winners were Craig Punton and Liam Holborn, who have won everything in CrossFit domestically. Craig is a former Regionals athlete (which basically means he is a cyborg).

When I measured them up Liam told me that he always has to buy a 36" waist, and have them either taken in or just deal with the excess material. He slipped straight in to a pair of 34" Athlete Denim and they fit him perfectly. One very happy customer. Craig has been away on business so hasn't had a chance to try his on yet; we look forward to his feedback.

Whilst our athletic fit jeans aren't made for lifting - they are made for lifters - Liam has sent us a video of him snatching in his. A little wobbly at the top - a few beers the night before perchance?


A video posted by liam holborn (@lpholborn) on


Great to see so many people putting it all on the line and another great validation of our product. Already looking forward to next year's event.

Eventual RX Men's Champion Liam Holborn stretching his legs.

Photography from Louise Mather at

1 comment

Gillian Horribine

Great to hear that you are designing clothes for CrossFit athletes.
I was one of the RX ladies winners, do you have any plans to make jeans for women?
Sheli and I have quads that regular jeans can’t handle too!

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