CHALLENGE

Running clothes are boring and don’t look the way I want them to.

SOLUTION

Create my own running apparel brand.

ROLE

Entrepreneur | Founder | Art Director | Writer | Designer | Illustrator | Motion Designer | Video Editor | Photographer | Videographer | Runner | Idiot

An avid ultra-marathoner and trail runner, I started Folklord because I wanted to make trail running apparel that didn’t look like trail running apparel. So, I built my own brand and developed my own clothing from the ground up. And yes, this is 100% real. And unbelievable.

Folklord makes mythically stylish, high-performance endurance apparel designed for legendary days.

The name “Folklord” is obviously a play on folklore. The whimsical logo makes a nod to the interconnectedness of nature, the twists and turns of the trails and becoming a king of the wilderness.

The prints, used throughout the brand and a keystone of the apparel, are inspired by flora, fauna and cryptids of the wilderness with a myth, legend or tall tale. Every design is very purposeful, thoughtful and has its own story to tell.

Photo art direction was also extremely important to set the brand apart in a crowded space of all-too-serious running brands. The unique “candid cryptid” point of view captures the weirdness and wildness of being outside. Every aspect of the brand is meant to evoke a love of nature and an irreverence of the running industry and branding in general.

Video content is also meant to always be fun, optimistic and irreverent. I’m a highly trained thespian.

Want to see more of me being an idiot in the woods? Check out Folklord on Instagram.

Check out the link below to shop and learn more about the brand. And remember: Be a legend. Wear Folklord. Become a Folklord. See you out there.