Its “back to basics” approach, combined with a focus on quality and technical efficiency, led to the brand’s Interval Short being named Best Training Short of 2017 by Men’s Health Magazine. Ten Thousand prides itself on being essential gear designed for performance. “We thought we’d be a New York brand, maybe a New York and L.A. Its “refined, advanced, elevated” and rigorously curated selection of training apparel has found eager customers “across the country” through its direct-to-consumer model. We wanted to build apparel for the guy that does everything.” At the time, there was “no dedicated, focused player in the space with a minimalist approach.” Nowak and Labadie created Ten Thousand to fill that void.Īs a brand, said Nowak, “We’ve been influenced a lot by New York fashion and style.” While not exactly a fashion brand, Ten Thousand’s minimalist sensibility and low-key branding reflect the company’s home town. “We had evolved from being athletes ourselves to being physically fit adults who do a lot of things. Keith Nowak, co-founder and CEO of Ten Thousand, had a problem.Ī few years ago, when he hatched the New-York based apparel startup with Eugenio Labadie, he was feeling a “personal frustration about activewear brands being very sport-specific,” he said in an interview with SGB. “Some companies do business by making a lot of stuff, throwing it against the wall and seeing what sticks,” the co-founder of the New York-based active apparel brand told SGB.
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