The world is awash with brands.
Some huge, some tiny, things you need, things you don’t.
Irrespective of their size, it is people who create, develop and nurture. Whether bought from a store, online or direct from the brand, people are connected at every stage and with that comes stories.
I’ve started to pay more attention to the stories of why, who and how. With over 7 years in brand management, I spend a lot of time looking at the brands I manage, the competitors, those trying to break into the market (in this case cycle) and what gives them authenticity. In the global age, with some cash, you and I can start a brand, but would it be survive?
One brand that caught my attention was FRACTEL. I kept seeing it pop up on social media and eventually, as is the way, I clicked on an advert. They do caps. Great. Another cap brand. I’m not sure when the cap became the standard issue product for trail running, I remember when I started out few wore them, but over the past few years; caps, crew length socks and 5 inch or shorter shorts have become a trade mark that you run off road.
The products look clean, the lifestyle marketing on trend…. but what stood out was the story, the origin. Such was it’s resonance with me, I reached out to Matt before writing this. Founded by Matt Niutta, it was when Matt was diagnosed with an eye condition that effected his every day life, in this case, preventing him from driving, the the outdoor world took on a whole new meaning. It wasn’t so much about the race, the final meters of giving it all to cross the line, but the adventures amassed along the way in training. The simple act of moving uninhabited by foot.
Image Credit – FRACTEL
CALYPSO – Image Credit – FRACTEL
Both Editions share similar make up; UPF +50 sun protection from the peak, front, rear and side panels. 4 mesh panels up top, not as extreme as the DayBreak, to allow heat to dissipate, the SWIFTdry™ internal sweat absorbing headband and pliable peak. Designed to add a colour punch to your run, you’ll be seen by everyone.
Image Credit – FRACTEL
The main difference between the Firestorm and Coral/Calypso, is the use of mesh and peak colour. Instead of the 4 mesh panels on top, the Firestorm features premium mesh paneling throughout the whole centre structure, offering a more ventilated and seamless fit. While the brim is coloured darker top reduce the effects of glare when the sun decides to shine bright.
FRACTEL finally are a member of 1% for the Planet. As a brand that encourages you to use the natural environment and aware of the impacts they have as an apparel company, they give 1% of all their sales to organisations that protect what we love.
I want to thank Matt for his time and following their 2020.
For more info on FRACTEL – CLICK HERE
This is not a paid advertisement or sponsored post