We sat down with Steven and Paul, the duo behind Built Up North to discuss the catalyst behind the brand. Trying to encapsulate the zeitgeist of CrossFit as it punched it's way from pockets of counter-culture fitness tribes, into the global community we now see. And the irony of designing t-shirts for people who like to take them off when working out.
Starting and maintaining strong core values and brand identity. Steven and Paul have managed to capture specific cultural moments in time poking both fun at the world and the angry bear. They have never taken a backward step with motto "Not for Everyone" a key touch point in the designs. Taking inspiration from art, fashion, cartoons and the high street, nothing has been off limits.
But as with most things, it goes deeper than that as you'll hear.
www.builtupnorth.com
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