A departure from tradition that is perhaps unexpected or unconventional; not part of the usual or conventional way of doing things.

In 2019, we started to notice that the majority of sportswear innovation was being done through new colorways, materials, and stitching patterns.

We use the term "innovation" loosely.

Let's be honest, true innovation comes when boundaries are pushed, when norms are challenged, when new LVLS are pursued, and when untraditional paths are paved. Not when you turn a white pair of sneakers red.

We positioned this brand as the untraditional gateway to new LVLS of sportswear innovation because we're not afraid to look past the colorways and fabrics to create products that are truly stylish, comfortable, and functional.