THE LAYER STORY
Where it all started
I didn’t start in fashion. I started in elite performance sport.
For years, I worked behind the scenes in high-performance environments. Organising world class operations and supporting professional athletes and national sports organisations, including British Athletics and the FA.
I saw how the best in the world trained. I saw the standards. I saw the margins.
But I also saw something else. Performance sport can feel exclusive. Closed off. Expensive. Intimidating.
Access often depends on who you know, what you earn, or where you start.
This felt like an opportunity.
Why Layer Exists
Layer began with a simple question. What if performance felt accessible?
Just honest technical products, quality training environments and a community that works together.
We started small.
Cotton tees printed in-house.
Small production runs.
Pop-ups.
Run clubs.
No investors. No shortcuts. No inflated price tags.
Just product, people and consistency.
The First Steps
Our first drop was far from perfect. In fact, we made loads of mistakes.
We had to learn about fabric weights, fits, manufacturing partners, margins, cash flow, community and business building all at the same time.
We tested everything ourselves. If it didn’t hold up there, it didn’t make it.
Each step built from the last. Nothing was rushed.
Our branding has also changed alot! Who remembers the first ever stag logo...?
Trust Over Hype
Layer is built around the communities that run with us. But more importantly, it’s built around people who show up.
Our community ranges from first-time 5K runners to ultra athletes and triathletes.
Men and women. Different ages. Different backgrounds.
One thing we knew when we started... Layer had to be built on trust and quality. No fast fixes or cutting corners. We are in this for the long run.
Performance Without Barriers
From the beginning, the goal has been simple:
Make performance sport more accessible.
That means:
- Technical fabrics without inflated pricing
- Small-batch production with considered design
- Sustainable cotton and responsible sourcing
- Events that bring people together
- Training camps that feel elite — but open
We don’t believe accessibility means compromise.