The thing about adventure is there is no roadmap. Exploration is defined individually, and often; out in the wild, on the trail, in the forest, there are no societal parameters. The only existing barriers are the ones we put up ourselves.
For cult British brand Inov-8, beauty lies outside the standard boundaries. Founded in 2003, the label creates high-performance, all-terrain shoes, equipment, and clothing. Products are meticulously designed around the moment of impact between athlete and environment, allowing Inov-8 to hone in on comfort and function. “The end-user is at the heart of everything we do,” says the company’s founder, Wayne Edy. “We have an international testing pool, which includes athletes of all abilities. Their feedback, at every stage of the process, from design concept to testing and marketing, is crucial to us.”
Perhaps best known for its footwear, Inov-8 creates a variety of styles designed for each different topography, focusing on the way a sole will grip and bend to every landscape. There is the Arctic Talon, with a metal-spiked outsole, ideal for the snow and ice of Scandinavian mountains; the Mudclaw, with an intensely tough outsole, made for the soft, muddy trails in the United Kingdom; and the Terraclaw, with a less hostile outsole, suggested for the wide paths of the lower Alps. “We put all our products through vigorous testing in the environments for which they are designed for use,” Edy explains. “Not only do we use those people within the testing pool, but our staff members, all of whom live and breathe the brand, also put prototypes through their paces. At the U.K. office in the heart of the Lake District mountain range, our team takes to the hills most mornings, lunchtimes, and evenings.” With an additional selection of breathable under and outerwear, as well as gear including water bottles and backpacks, Inov-8 presents a full gamut for every type of athlete in every type of setting.
Unlike many trendy sport companies taking hold today, Inov-8 focuses first and foremost on function. Though aesthetic is always important (and Inov-8’s is simple and approachable), it is certainly refreshing to see a label truly practise what it preaches: sweat hard, kick down walls. It knows its purpose is to provide the best in workout wear, and it does so with unabashed concentration on results. It’s that hyper attention to detail that allows the wearer to go forth with no inhibitions. “Adventure, to us, is about discovery and challenging oneself,” says Edy. “Through these adventures we have discovered our edge—at the intersection between the terrain and the athlete. Those who use our products seek adventure; they are a unique breed who step off the map, tread outside of convention.” It’s not about running right to the edge, because when it comes to personal growth, there isn’t one. We can always find another path of sand, dirt, or snow. And it feels good underfoot.
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