“Less Is More” – Athletic Apparel
Whether you heard it here first or on the news, it was bound to come out. The athletic apparel industry has thousands of companies around the globe that sell thousands of products. There is a new one out there though worth mentioning: Ten Thousand.
“Nothing more than everything you need” is the company’s motto. They only sell two “essential” products: Foundation Shirt and Foundation Shorts. The shirt comes in black, grey, or navy while the shorts only come in black.
The shirt is made from a “custom integration of merino wool and synthetic fibers.” It is meant to be as flexible as the wearer may need. It is moisture-wicking and the company claims that it blocks odors. I’m not sure about you, but I personally will be waiting for the reviews about that. I have a “desire” , need for the odor blocking shirt to say the least.
The foundation shorts are made of “next generation fabrics,” and there is even an option for a built-in liner, which offers more comfort and convenience. The best part about the shorts is that there are side pockets that are zippered! It is hard to come by a pair of athletic shorts that are fashionable, trendy, and possess pockets, let alone zippered ones.
This company is quite unique not only in the two products they developed but also in what they do and want their consumers to take part in. They have opened up their product development process to not just the investors, but to everyone. They plan to share every new sketch, concept and idea right on their website. Ten Thousand is simply asking that in return the consumer gives the company their honest feedback along the way. Their company has set a goal to “create the best performance apparel possible, tailored to real training needs.”
Will they be able to take on the big companies like Adidas group or Nike? Only time will tell. How long they will take consumer feedback is another question. Until then though, I will personally be giving my feedback and watching this company closely. They have the right ideas in their company mission statement. As a potential consumer, I hope that concept stays.
Image via tenthousand.cc