STYLE ON STARTLINES. HOW MARATHONS HAVE BECOME THE NEW FASHION WEEK.
(acg, 2026)
THE RISE OF RUNNING FASHION.
Identity, expression, and belonging are reasons outside of putting up PB’s, clocking times and exploration for runners to feel something with every stride. The streets are saying its drip or drown, but the runners gunna be saying fukumean as they lace up the newest edition of race shoes. Running has become revolutionary; in the same way the Steph 3-point shot changed the culture of the game, running has become a cultural activity, not just a physical one. It’s about joining the movement rather than just the movement itself. The haters are saying it’s becoming a driving force of aesthetics but really, the shift has shown the masses, running isn’t all competitive, but for showing up how YOU want, and do what makes YOU feel like YOU want to move. The runners are finding their own runway, and whether it’s about hybrid athletes or high fashion, are there now certified stylists within a new home of design? Style has made marathons far bigger than just the race itself. A major marathon is now a cultural event spanning across a whole week with pop-up shops, exclusive drops and motivational speeches. Word to Anne Hathaway, the suitors now stand on the start line, and the runway is looking for its new chief editor, It’s time for a change in the running journey; call this Odyssey the Devil Wears Strava.
NOTHING LEFT UNCLAIMED.
THE 5 BRANDS TO KEEP AN EYE ON.
YOUWASNTDER/ NSLB:
With a fire breaking out and burning down the NSLB headquarters with almost everything inside, you know the getback is going to be something different. Fonz said iron sharpens iron, but the fire is what forges them. They might have to call the next drop the Vinland Saga because this redemption arc is going to be the greatest in running history.
(nslb, 2026)
DEYO:
They say the joy lives in doing. A brand centred around real movement and the core of what running really is. With only one drop under their belt which quickly sold out, I’d keep a keen eye on the guys ready to take on the scene.
(deyo, 2026)
FORNOWOUTDOORS:
For girls who move differently. A brand new eyewear brand with pristine, picturesque photography ready to take over this summer. The specific attention to detail is what draws you in, with the sunglass centrepiece paired up with a slick case that comes in a perfect reusable waterproof dry brag. A bright future ahead, keep an eye out for this one.
(fornowoutdoors, 2026)
TWO-SIDE:
Hackney to the world. Two-Side took Hackney Half by storm, and with their clean singlet and cap combo, their runners whizzed through the city looking like they owned it. They embody what it means to take pride in where you’re from, and repping their origins by including them within their designs is such a creative way to express the love you have from where you came from. An expression of the roots, follow along to see how far they can take Hackney with them.
(twoside, 2026)
SUNBEAM:
Dogs Gotta Eat, and these dogs come from Copenhagen. Rooted from the power of togetherness, SUNBEAM inspires others through a movement-led community and by elevating one another in pursing their own path towards health and personal transformation.
(sunbeam, 2026)
