Words: Chris Cotonou
Photography: Tracksmith
Remember when running was all baggy, neon Gore-Tex? Tracksmith founder Matt Taylor does: “I noticed a discrepancy between how people dress for work or to go out, and what they put on when running. Everything looked the same and used the cheapest material.” Ten years on and the landscape has changed. Thanks to brands like Tracksmith, runners look much more chic and understated in technically superior pieces.
2024 marks a decade of outfitting runners of every level for Taylor and his team, and they’re resolute in continuing to offer quality products you want to be seen wearing. Tracksmith is becoming a leader in the luxury running-garments sector, with new stores in London and New York, and an expanded space at the original Boston address.
Below, Taylor provides insight into his life and business…
After 10 years, our intention is still to become global. Opening our London store [on Chiltern Street] felt like a great way to make our ambition clear. It was a natural step when thinking about the European market, as London is a cultural hub for running, and we want people to stop by when they visit the city. The newest Trackhouse opened in April [2023] and has since invited London’s running community to join our scheduled weekend group runs and Wednesday evening jogs. Community has been a part of Tracksmith’s DNA since the beginning.
Customers are actually participating with us. There’s a sense of camaraderie and community with running. We’re keen to build on our community experience in the future, with more tournaments, including our Twilight 5000 races. We did 32 of them this summer [2023], between London, Mexico City, Vancouver and more, as well as a mile race in London, New York and Boston. They’re great, but they’re limited to 300 people. I’d love to do something that will attract thousands of runners one day, like a series of races between cross-country and relay, but who knows if we’ll get to it.
Our 10th anniversary falls on the 2024 Olympics. The games are so important to our team and we’re already looking at how to prepare for the 2028 games, which will be in Los Angeles. It’s not about being commercial. It’s symbolic for us. The Olympics are the one time track-and-field running reaches a mass global audience. Will we be celebrating our 10th year? It’s probably more internal than external. You won’t see a single moment, but, rather, elements of our brand origin story woven throughout the year. We might re-introduce some original colourways, or work with runners from the past, but we’re thinking about the next 10 years.
I wouldn’t be the person I am today without running. I still time myself, compete, and I’ve run all over the world, including in Kenya. The mental and the physical aspect of the sport come together in the pursuit of progress, and I still push myself hard.
As a kid, I was the fastest person on the basketball and baseball teams, but I soon dropped them. I could have a bad basketball game and we would still win as a team. With running, it’s me versus myself. I liked the inherent effort component. In a marathon, the people at the back still get the same cheers as those in front, as long as they finish – that’s why it’s so accessible across so many levels.
At the conceptual level, I’m very much involved in our design. We have great designers, of course, but we take inspiration from everywhere. Our moodboard is varied – not just athletes or sportspeople, but even classic menswear. Aside from the design, one of my favourite things is to visit the mills where our fabrics are made. We’re offering a product that professional runners also find technically useful because of its composition.
My favourite piece from the Fall 23 collection is our Fells Turtleneck sweater. It’s a merino wool knit made for running. Turtlenecks don’t typically fall into the sport’s selection of garments – but, in the middle of a freezing winter, why not? When I was at high school, my parents took a photo of me running, and I noticed I would wear a white turtleneck under my singlet for extra warmth – and, it just made so much sense. Our design team was able to take that and make something. It’s like the sash you see on many of our products. My father-in-law ran track at high school and college, and kept his training gear. His singlet had a red satin hand-stitched sash, and, ever since, it has remained a core part of the brand’s DNA. There’s a story behind everything we do.
What do the next 10 years look like? More of the same, hopefully – just bigger. More stores, more communities and, hopefully, getting more people to become excited about running. Maybe we’ll grow out other categories of the sport that make sense, like trail, but I still think we can get in the vertical of running. We want to stay true to the wants and needs of the runner, and fulfil their needs as they continue their journey with us.
This feature was taken from Gentleman’s Journal’s Winter 2023 issue. Read more about it here.
Want more on the brand? We take a deep-dive into its origins…
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