Paper to Product: Edition 228
The prospect of working with Strava was daunting. It had nothing to do with their team, a fantastic crew of folks, but more so the caliber of athletes in their community and the performance statistics they record.
Cyclists who climb 5,000 vertical feet in an afternoon probably have some decent gear. We really had to step our game up if we were going to enhance their workout ritual. It was safe to assume these athletes had everything necessary to get to the top of the mountain or the end of the trail, so we searched for other ways to add value. Ultimately, we contemplated, "do they have the very best for that glorious moment after you peel your sweaty gear off?"
That question led to the development of the Après Collection, a set of pieces for which we developed a trimmer fit specific to athletes who are always pushing their limits, as well as one another. The next step was to pair that fit with a fabric that delivered warmth and coziness beyond all other options on the market.
Most sweatshirts are woven with fabrics that weigh between 8 to 12 ounces and have a French Terry interior. This construction is great for your standard issue sweatsuit. In order to take our game to the next level, we had three variables to tinker with: comfort, warmth and aesthetic. We consulted the experts at our partner mill in Toronto that we have worked with fleece for the past five years. Together we developed a 15 ounce fleece. That's beefy. Furthermore, the back of this substantial fabric is triple brushed to deliver one of the softest hand feels of any fabric out there. The end result is a fabric that delivers more – more comfort, more wind protection, more warmth, and more durability. To top it off, we developed this fabric with a unique salt and pepper look that would turn George Clooney green with envy.
So the next time you start cramping, your legs turn to jello, and you run out of Power Bars with the wind in your face and 14 miles to go; leave yourself a little something extra to look forward to. Enjoy that nice cold pint with a burger and fries in the most comfortable sweatsuit on the market. You earned it.