Style without substance is a path to failure. When we first toyed with the idea of starting a running brand – two recreational runners with an advertising background – we were adamant that our passion for brand would not outweigh the need to create excellent products.

There are enough ‘okay’ products out there. Perfectly fine, if a little same-y. We do not want to create middle-of-the-road running gear. Quality and durability are non-negotiable. That’s why we’re taking our time developing our flagship T-shirts and launch collection.

Quality simply takes time. Perfecting design and translating early concepts into viable prototypes then at-scale product is a process that we don’t want to rush. The details matter. And that means we’ve got time between now and the Spring 2025 release of our Founders Edition.

Time to do intensive-but-important things like build digital infrastructure, develop our partnerships with manufacturers, and the various other business administration tasks that eat the hours behind the scenes.

But we also have time to experiment and (continue to) engage with running & the running community. Two things we love doing.

A simple question

One thing we’re fascinated with is design language. The best apparel brands (and other products) out there have a vibe that you simply recognise. And it’s more than just a logo. It’s an approach. A particular design language that works across their range. A series of design cues that evoke a certain something in your brain. Think Paul Smith, for instance, and you probably think colourful lines, quintessential British tailoring, classic and contemporary, and lots more. Paul Smith owns a place in your brain.

We have carefully considered how we might develop our own aesthetic and design language that speaks to running as release, but that is also uniquely RUN RiOT. You can see some of the early thinking for our flagship T-shirt range in the visuals on our homepage. (We’re busy refining and developing into real product now.)

But we’ve always been clear that our design language and approach should be translatable across any product.

And so started a Monday morning meeting – a simple question: how would we design a beanie? And – actually – now that quite a few people are already asking us for product examples, could we develop a behind-the-scenes Ltd product run for friends and family to start showcasing the brand?

Simple. It’s only a beanie…

A learning curve

A throwaway phrase that kick-started an immersive exploration of the world of beanies. Straightforward, surely? After all, it’s a small, single-purpose item with no complicated structures or intricate components like jackets or shoes. But, we learnt, even a seemingly simple brief like creating a beanie can quickly become a thorny challenge, especially when approached with thoughtful design, functionality and brand alignment at the core.

Let’s start with the obvious one – material is a core consideration. For example:

• Wool: Warm, breathable, and moisture-wicking, but can be itchy without proper lining.
• Cotton: Soft, breathable, and lightweight, suitable for milder climates.
• Acrylic: Durable, affordable, and retains colour well.
• Fleece: Provides extra warmth and is soft against the skin.
• Blends: Mixtures (e.g., wool-acrylic) for balancing warmth, durability, and comfort.

But, holy moly, that’s just the start. What about fit and shape?

• Slouchy: Loose fit for a relaxed, casual look.
• Cuffed: Extra fabric around the edge for added warmth and style.
• Snug/Fitted: Close to the head, ideal for active wear or layering.
• Pom-pom: Decorative top detail for playful or traditional styles. (Note: RUN RiOT is not a pom-pom kinda brand.)
• Fisherman: Shorter style that sits above the ears, often for urban aesthetics.

And then what about insulation?

• Single-layer: Lightweight and breathable, good for mild temperatures.
• Double-layer: Extra warmth, suitable for colder climates.
• Lined: Fleece or other linings for added warmth and comfort.

And, before getting to logos, trims, etc, what about overall style?

• Colour: Solid, neutral, bright, or patterned.
• Pattern: Cable knit, ribbed, waffle, or plain.
• Embroidery or Prints: Customisation options for added personality.

And then – the thing we started this whole conversation on – brand. How can we express our brand through a design language that suits the RUN RiOT vibe? Do we use rubber for a logo patch, or fabric with an embroidered logo? Or is a screen print better suited to the paint-drip effect on our logo? What texture of material is best? What kind of stitching? Where do we want to place the logo, and how large? How do we nod to our signature stripe within the design?…

Ok we’ll stop there.

You’ll see (1) we are detail obsessed, and (2) that you have to be detail obsessed to create thoughtful, considered apparel products.