Last week our founder Freddie invested in a new pair of trainers from HYLO. Whilst he unboxed them in the studio, we were all impressed not only with the product itself, but everything down to the packaging and their brand messaging.
HYLO states that the future of the sport industry needs a radical change and until now, has been too slow to act.
They have set out to use today's most innovative and sustainable natural materials, creating one of the world’s lightest commercial running shoes for tomorrow's activists and athletes alike.
“WE HAD THE IDEA TO CREATE A SPORTS BRAND THAT FOUGHT FOR THE PLANET. IN MY CAREER, AS AN ATHLETE, I WAS INADVERTENTLY SUBSCRIBING TO THESE BIG BRANDS THAT DIDN'T NECESSARILY SHARE MY VALUE SYSTEM OR ALIGN WITH THE FUTURE OF SPORT. WE THOUGHT THERE WAS AN OPPORTUNITY TO CREATE SOMETHING NEW, AND THAT'S REALLY WHERE HYLO ATHLETICS STARTED”.
- Michael Doughty, HYLO Co-Founder
They aim to use materials that are renewable, circular and resource-light to move the industry beyond petroleum-material dependency. They’re setting a new natural high in an old industry.
HYLO’s signature lightning bolt is a prime example of how this thinking has translated into the creation of the brand; representing both the power of nature and the lightning fast speed that comes with designing one of the world’s lightest commercial running shoes.