Three years ago, Yale grad and Puma marketing executive Matt Taylor became increasingly frustrated with the available options for running apparel, not to mention their manufacturing and design process.
“A lot of my frustration was around how slow it was to effectively take a new product to market,” Taylor told BostInno. “Product concepts and design are dictated more by price point, and less by the quality of the materials and style.”
So, Taylor decided to take matters into his own hands. Last August, he co-founded Tracksmith, a fresh, direct-to-consumer line of premium running gear that’s a little bit old-school Ivy League and a whole lot of tailored goodness.
“You shouldn’t have to sacrifice performance for style, and you shouldn’t sacrifice style for performance." @tracksmith
On Wednesday, the Wellesley-based startup’s first five pieces – two shirts, a singlet, one shorts style, and a bag – hit digital shelves. “We use the highest-quality products on the market, with the most functional and appropriate fabric for the specific need,” Taylor, Tracksmith’s CEO, explained.
Back in November 2013, Tracksmith raised the initial funds needed to start the business in a $1.6 million seed round led by Lerer Ventures, with participation from Box Group, Index Ventures and Bridge Boys. Since then, Taylor, along with fellow Co-founder and creative architect Luke Scheybeler and three other team members, have been heads down building the brand and designing the initial line. (The company’s office is serendipitously at the halfway mark of the Boston Marathon course.)
“We draw influence from Ivy League-style and classic American menswear,” said Taylor of the brand. “When you bring that into performance wear, it’s very unique. There’s tailoring, there are details.”
Adding to that effect, almost all Tracksmith’s items have been manufactured in Massachusetts, specifically in factories in Fall River and Bedford. You won’t see any of Tracksmith items for sale at big sporting stores, either. “You can’t really find out about brand’s story in a retail environment,” said Taylor.
Thus, Tracksmith offers its products, which range between $35 and $90, directly over its website. Sure, it’s a premium price tag, but it’s also a premium product, posited the CEO.
“You shouldn’t have to sacrifice performance for style, and you shouldn’t sacrifice style for performance,” explained Taylor, who is also a former Ivy League competitive runner.
Take, for example, Tracksmith’s tank and shorts set. The tank, which comes in colors best described as Yale blue, Dartmouth green and Harvard Crimson, bears a white stripe across the front. The same crisp white piping lines the neckline, which also features a little jack-rabbit logo. The bottom half of the outfit hits pretty high on the thigh, and comes in the same colors sans piping, but also feature the logo. Put together, the overall look is one of a retro-chic cross-country uniform.
“You shouldn’t have to use fake technology from a marketing standpoint to make you feel like your garment is technically performing,” stated Taylor. “You don’t need fluorescent colors. … Treat your clothes and yourself well.”
Check out more of Tracksmith's line below:
