It Started With a Lace Up
Every run starts the same way. You sit on the edge of the bed, the boot of the car, or the start-line kerb, and you lace up. A small ritual, the last quiet second before you decide who you're going to be for the next hour.
We think your laces are the most valuable real estate you own. Not for what they cost, but for what they carry. Every kilometre you've earned runs through them.
We're social runners! Not fast ones, showing-up ones. When we went looking for a way to put a mantra, a date or a name on our gear, nothing like it existed in Australia.
So we built it. Solid metal. Laser engraved. Tied to the lace.
That's the whole story. Just two runners who wanted the thing to exist - for people like us, and for the people who cheer for us.
Made to order in Melbourne.
Tag You're It
For anyone who owns every stride.
We make tags for the people who show up - race day, training day, or just another Tuesday in the gym.
Say something real.
For the runner who has everything. For the milestone worth marking. For the person you want to say something real to.
Premium personalised shoe tags.
We built this because nothing like it existed here. It still doesn't, except us.