Tag Archives: Performance Apparel

POV (Point of View) Top Version 2.0

Posted on May 5, 2009 by Jeremy Litchfield| 9 Comments

Last week I took one of the new Atayne fit samples out for a run.  Not only was this the first run in version 2.0 of our performance tops, it was my first run in several weeks.  I have been struggling with pain in the patella tendon in my left knee.  I have tried a number of things to solve the problem from the standard R.I.C.E. and stretching to ART (Active Release Techniques), foam rolling, and yoga.

Unfortunately, I can’t seem to shake it.  I know I should go see a physical therapist, but as an entrepreneur who has not seen a pay check in 2 years, I do not have extra cash lying around or good health insurance.  (If anyone knows or is a physical therapist in Southern Maine who might want to cut a financially poor, but energetically rich entrepreneur a deal, I would love an intro!)

Anyway, back to test run.  As expected, the fabric was great.  It was comfortable, breathable, and dried very quickly.  While people may question a late April run in Maine as a test for these things, the weather that day proved to be good test conditions.  It was sunny and in the mid-80s F so I was able to get a decent sweat on.

Fabric and fit aside, there are a couple things about version 2.0 of our POV tops that I am especially excited about.

Women's 4Rs POV Top
Women’s 4Rs POV Top

First, we are using a new process for our shirt graphics that will allow us to offer many more designs.  The graphics will span across a range of active pursuits: running, cycling, yoga, mountain biking, hiking, etc.  One thing will remain the same though: staying true to our current 4Rs and RHTL graphics, all designs will express an environmental message while promoting an active lifestyle.  Our opinion is you should promote your values and not a multi-million dollar brand.

Second, our tops will include one of the most innovative developments in environmentally-friendly performance gear.  We call it the loop and it works like this. Play hard.  Rinse top in the shower.  Hang to dry.  Repeat.  Okay, so maybe it is not that innovative, but the simplicity of it is pure genius.  Here is why.

The Loop
The Loop

Studies show that 80% of the energy used by apparel over the course of its life comes from consumer care.   This means that the most effective thing that can be done to reduce the impact of apparel on the environment is to design it to be able to be washed and dried less.  Whether people actually hang the tops from the loop is not necessary.  It is just as effective if it serves as a reminder to hang to dry.  Remember: Don’t be a Dupe, Use the Loop.

Right now we are on schedule to launch Version 2.0 of our POV tops in late August/early September.

On another note, a couple months ago I shared the preliminary designs for our 2009 line .  For those of you who may be wondering about the status of the other items, we have had to delay the launch of our men’s and women’s bottoms.  Unfortunately, the economy made it too risky to invest the money to bring these to market.  If things continue on the current upswing, we hope to be able to launch them in Spring 2010.

If anyone has thoughts about other environmental “innovations” or point of view graphics, I would love to hear them.

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What’s Your Red Shirt

Posted on March 25, 2009 by Jeremy Litchfield| Leave a comment

I came across an interesting article today through the Treehugger newsletter, The Five Least Green Ways to Break a Sweat.  Much to my dismay, training for a distant marathon was #2 on the list.  For me, it is exciting to run races in other cities and, I hope, other countries, in the near future.  What better way to take in the sites and sounds of a location than by covering 26.2 miles on foot?  Unfortunately, being a globe-trotting marathoner is a major eco-sin.

It can be a huge challenge to balance your love of an active lifestyle with strongly held values of environmental sustainability.  Think of the impact of all the travel to far-off locations for hiking, running, biking, paddling, or climbing.    Add in all the waste generated by race events, most of which does not get recycled (something we are addressing).  Finally, top that off with the environmental consequences of the resource- and energy-intensive gear and equipment required to enjoy your active pursuits.  When you add it all up, even the most eco-conscious athlete treads pretty heavily on our planet.

When we launched Atayne, our goal was to address the gear issue.  My own bad experience with a new red performance top led me to research the safety (people and planet) of performance apparel; I learned  how destructive the current industry model is.  I felt like I had to compromise my environmental and social values, to attain my athletic goals.  I asked myself a simple question, “Do I continue to compromise my values, or do I be the change I want to see?”  Atayne (pronounced attain) was the answer to that question.

What started out as a bad experience with a red performance top has transformed into a company dedicated to inspiring positive social and environmental change through the power of active lifestyles.  One way we are fulfilling this mission is by creating high performing athletic gear that is sensitive on the planet and safe for the people who make and use it.  But to realize our vision we need to be more.  I think we need to continually create tools for the eco-active set to reduce their impact on the environment, as well as help them inspire others to do the same.

I want to end this post with a few questions in the hopes of facilitating a conversation and generating some new ideas.

  • What is your “red shirt”?  What are the environmental and social compromises you feel that you are making in your active lifestyle?
  • What part of your active lifestyle do you feel has the biggest impact on the environment?
  • What can people do to reduce their impact on the environment by engaging in the activities they love i.e. running, hiking, cycling, paddling, climbing and generally leading an active lifestyle?

If you have other thoughts, ideas, or questions outside of this list, I would love to hear them.  The more information we get from our friends, the better we can meet the needs of the Atayne community and our planet.

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Atayne Tackles the Mojave Desert – Installment #3

Posted on July 23, 2008 by Jeremy Litchfield| 12 Comments

And finally the conclusion of Mike’s adventure through the desert. I know many of you are wondering if he survives. Well, I hope so because he is going to be supporting my ass for the next year.

Continuing from where we left off last time, from the mouth of Mike…

Mike on the Run

Mike on the Run

And the Running with the Devil Half Marathon begins. The first 3.1 miles were enjoyable – believe it or not. I approached the first aid station feeling confident. I refilled my water bottle, grabbed a salty snack, and I was off. Over the next mile or so, my confidence began to wane. The next aid station was 2.7 miles away and I hoped my water would last that long. I made it to the station, refilled my bottle, grabbed a salty snack, soaked my bandanna and hat in water, and ate a peanut butter and jelly sandwich. I was then off once again, until I realized I had left my sunglasses at the aid station. Nothing could have been more frustrating than having to backtrack, especially on that course and in those conditions.

As I reached the turnaround point, I was really beginning to hurt. I pushed ahead for about another mile where I hit the aid station at mile 7.3. As I pulled out of that station, I faced a rather large uphill slog over the next few miles. I endured through the hill by mixing running with some fast walking/hiking. I finally got to the last aid station fully aware and confident that I would finish – even if I had to walk it out. I grabbed a banana, maybe another PB&J (I’m a little foggy here), refilled my bottle, and dunked my hat and bandanna in ice water. Only 3.1miles to go!

The final 3.1 were uneventful but incredibly tough. At mile 12, I got an unusual chill that told me to ‘take it easy’. I picked small goals like street signs and small bushes to reach. The soles of my feet were burning and sunblock was starting to irritate my eyes. The dry heat was doing a number on my lungs. I never thought I would have to pray for 110-degree winds – but then again I never thought I’d be in this situation. Never limit where running can take you goes through my mind again…

And He Survives

And He Survives

I finally crested the last remaining hill and made a feeble attempt at a ‘run’ for the finish. A group of gracious volunteers and faster runners greeted me with applause as I crossed the finish line. Oh, and a car nearly hit me as I approached the finish, but thanks to a loud yell from the race director, it missed me! DNF (did not finish) due to hit by car at mile 13.05 would not be cool…

This long story brings us to this, the post race “laboratory” results:

  • Wicking Ability – EXCELLENT
  • UV Protection – EXCELLENT (I’m Irish and I escaped unscathed from the blistering sun and 110+ degree heat)
  • Breathability – EXCELLENT
  • Odor Resistance – EXCELLENT (Especially considering 13.1 miles in the desert)
  • Weight – FELT VERY LIGHTWEIGHT, DID NOT RETAIN MOISTURE
  • Drying Time – IT SELF DRIED VERY QUICKLY FOLLOWING THE RUN
  • Fit – EXCELLENT, LIKE A GLOVE
  • Seams – NO CHAFFING, GREAT STITCHING

In closing (after this rather lengthy story), I would like to leave a few thoughts about this adventure. While I was running, I thought about everything that was against me that day – heat and hills I’m not used to, the course, limited crowd support, poor training leading into the race, and thoughts of my friends sitting poolside at the Hard Rock. Then I thought about what I had going for me – passion, attitude, heart, and wonderful support from family and friends.

This brings me to Atayne and the analogous nature of the two. Atayne will not fail even considering that we are up against monster corporations with a stronghold on the industry, tons of money, huge sponsorship and marketing budgets, mass distribution, and unlimited R&D budgets. Atayne will SUCCEED because Jeremy and I have the passion, heart, attitude, and emotional support necessary to make it a success. Jeremy is constantly saying, “If we do the right things, in the right way, people will support our company.” In my mind, that’s tough to argue. Running has taken me to the Mojave Desert and it will now take me to my dream of building a socially responsible business with my best friend that makes our families, friends, and extended running family proud. Bart’s nugget of advice rings loud and clear.

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Atayne Tackles the Mojave Desert – Installment #2

Posted on July 17, 2008 by Jeremy Litchfield| 7 Comments

Continuing from where we left off last time, from the mouth of my friend Mike:

Fast-forward a few weeks to Friday, June 27th. I arrived in Vegas, picked up my Atayne shirt that Jeremy had so kindly expedited to the Mandalay Bay, grabbed a bite to eat, lost some money playing craps (I have no idea what I’m doing), and then fought off peer pressure from my two friends to enjoy Sin City that night.

Later that evening, I found myself sitting in my hotel room bored and decided to fully investigate what I was getting myself into the following day (yeah, I know I should have done that weeks before). Here’s what I found out.

It’s only 35-40 minutes outside of Vegas, easy enough. Temperatures expected to be 110+ degrees Fahrenheit. Crap; I’ll need to buy sunblock, a bandanna, and chapstick. The race requires runners to carry 20oz of water at all times; at least I planned properly for one thing.

I then read through a few 2007 race reports, again something I should have done a few weeks ago. Here is a nice little sample from Laura Yasso (yes, Bart’s wife):
“The run, as expected, was beyond brutal”
“116 degrees with incredibly intense winds throughout the afternoon”
“I’ve rarely seen so much carnage on a race course”
“When three veterans of Badwater call it tough, you got to believe it”
“The hills were relentless as were the afternoon winds”
“Go to your kitchen. Preheat your oven to BROIL. Return 15 minutes later. Open the oven door. THAT’S what it felt like for hours and hours”

As I read through the reports I thought, what the hell did I get myself into this time?!? It was 11pm and I was scared – seriously scared. All that was going through my mind was – how can I get out of this one? I finally fall asleep hoping the next morning I would be mentally tougher. Yeah, not the case.

I woke and I was out the door at 8am to find a store to get all the stuff I had neglected to bring. I arrived at Lake Mead, parked, and called Jeremy. No answer. I decided to send a text. “Dude. Scared. Not sure if I can do it. 50/50. I might die.” I was secretly hoping he would let me off easy so I could safely return to Vegas and join my friends at the Hard Rock pool. I began to fantasize about cool waters, bikinis, great music, and tall slushy beverages.

Jeremy finally returned my phone call, and here was his response to my exit request. “If you really don’t want to do it, don’t. I won’t make fun of you, that much. If you’re not ready, go back to Vegas, BUT, it would be really cool to field test the top in these conditions and report on it. Just go out there, listen to your body, and take it easy. If you have to quit, just quit. Of course, I would never quit – remember the Chicago Marathon in 2007 – I finished, despite limited water and ridiculous heat and humidity. I won’t make fun of you too bad if you do not finish. Just remember, a couple of weeks ago you did a one-day 25 mile hike in humid, mid-90 degree Pennsylvania weather – how much tougher can this be?”

Knowing me for nearly a decade now, Jeremy knew he could get me to do it by threatening my ego (darn thing is always getting me into trouble). I rolled up to the registration area and signed the “I will not sue you should I die” waiver (always frightening). At that point there was no turning back: in two hours I would meet the Devil…

In the time preceding the race, I mingled with some of the other runners, drank a ton of fluids, and then did the weigh in. They take your weight so they can pull you off the course if at any point you lose too much during the run (ok, that was concerning as well).

For attire, I decided to pair my Atayne shirt with a pair of yellow shorts with red chili peppers on them. I figured I’d mock the devil and this damn heat…

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Atayne Tackles the Mojave Desert – Installment #1

Posted on July 9, 2008 by Jeremy Litchfield| 22 Comments

This post turned out a bit long, so I broke it up in three installments for your reading pleasure. I hope you enjoy and stay with the story.

A few months ago, I was making some retail visits to scout competitive products to the Atayne line. I remember looking at the hang tag on a particular shirt and reading how testing at the Human Performance Laboratory proved that the shirt I was holding performed better at moisture management than a cotton t-shirt. Oh really? Hasn’t every sports apparel company been telling us that for the past several years?

But at the time, I did walk away thinking I would need to conduct this type of testing for Atayne products. It would be very important to the success of the company to scientifically show that the Atayne line, designed and produced in a sustainable manner, performs just as well as the current, environmentally harmful offerings.

As time has passed, my feelings about doing this type of laboratory testing have lessened. The change in my mindset has nothing to do with my insistence on proving the high performance of Atayne products, but rather my thought on how you actually measure performance.

A question for all the active souls out there: when is the last time you had a race or trained in a laboratory? I am guessing 99.9% of you are saying never (I am leaving that 0.1% in case someone from the study referenced above is reading this entry). The reality is we do not perform in a lab. We perform outdoors – where weather, terrain, and other unexpected surprises impact our performance. I guess if you train on a treadmill or stationary bike you might approximate the perfect conditions of a lab, but if you are anything like me, you avoid any form of hamster wheel training like the plague.

I decided that to truly test the performance of our products, it needs to be done in the harshest conditions that one might find in nature. And this brings us to the first true test of Atayne products and the latest adventure of my good friend and soon to be business partner Mike. On June 28, 2008, Mike took off (donned in an Atayne top) for a 13.1-mile journey through the Mojave Desert in the blistering sun and 110+ degree temperatures. How did Atayne perform? I will let Mike tell you himself. I hope you enjoy the story, because I sure did.

—————

“Never Limit Where Running Can Take You.”
– Bart Yasso

I had the pleasure of meeting Bart Yasso a few weeks back while buying a new pair of running shoes at Fleet Feet Sports in Chicago. For those of you who don’t know of Bart, he’s considered by many to be the Mayor of Running. He has been a long time staple in the community and has recently released his first book My Life on the Run, which reflects on his life, adventures, and philosophies. Already eager to read his book, it was an unexpected surprise to run into him that day. He signed my book and inscribed the above quote on the inside cover. How appropriate that a couple weeks later running would take me to the Mojave Desert to participate in the Running with the Devil Half Marathon – thanks Bart!

You might be wondering how I got myself into this little adventure. I was sitting at home thinking about my upcoming business trip to San Diego and plans to spend the prior weekend in Vegas with a few work friends. All of a sudden, an email pops up from Jeremy with a “great idea.”

In exact words from the email, Jeremy wrote:

Hey Mike, check out this race on June 28th near Vegas – you’re going to be out there that weekend, right? I think this would be a really great test for Atayne and great experience for you. Why don’t you run it? Check out the description below – it’s supposed to be a “spectacularly scenic course” and I’ve heard a lot of fun.

“Most race organizers go to great lengths to ensure their races are held in ideal running conditions; 40 degrees, light breeze, overcast. Many aim to make their courses flat and fast, or even downhill to facilitate runners to smash their PR. Not this one! Held in summer in the middle of the day thru the dry Mojave Desert, athletes will be challenged to contend with extreme heat and unrelenting rolling hills as they traverse this spectacularly scenic course.”

What do you think?

Interesting how he pointed out the scenery. All I remembered after reading the description was MOJAVE DESERT, MIDDLE OF THE DAY, EXTREME HEAT, and UNRELENTING ROLLING HILLS. Oh, and nowhere did I see FUN EXPERIENCE. That said, Jeremy knows I love a challenge and oftentimes commit to things without fully thinking them through – so of course I welcomed the opportunity to challenge myself and field-test Atayne in the most extreme of circumstances. Real smart Mike…

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The Original Red Shirt

Posted on May 8, 2008 by Jeremy Litchfield| 2 Comments

“I’m just writing a story that I want to read.”

-Jean M. Auel

I find it very interesting how one seemingly meaningless experience can have such a significant impact on a person’s life. My experience with a shirt that cost $19.99 was the event that prompted me to write the story that I want to read.

In the summer of 2007, I bought a few pieces of new performance apparel as part of my preparation for the fall marathon season. One of the things I bought was this red shirt. The Original Red ShirtIt was nothing fancy, just a simple COOLMAX® shirt. It was actually the COOLMAX® Extreme Fabric, which according to their website would give me “Cool Comfort for Extreme Performance.” The product hangtag told me the shirt would reduce skin temperature and dry faster (3 minutes faster) than the competition. There was no doubt in my mind that this shirt was just what I needed to run a Boston qualifying time in my next marathon.

The first time I used the shirt for a workout, it was a typical Washington, DC summer morning – hot and humid. Within a few minutes of starting my run, I had begun to sweat heavily, and I soon noticed that red dye from the shirt was starting to trickle down my legs. By the time I was done with my workout, the trickle had turned into more of a gusher, and my legs were now covered in red dye. Adding insult to injury, my shorts were stained, my socks were stained, and my shoes were stained.

The experience left me with an uneasy feeling: what nasty chemicals were being absorbed into my body as I was trying to make myself healthier by running? I decided I would research what performance apparel really is, and I found out some remarkable things.

While I thought I had just bought a red performance shirt, I also got:What I Really Got

  • About one-tenth of a gallon of petroleum
  • Antimony
  • Dioxins
  • Heavy Metals
  • Azo Dyes
  • An unpronounceable chemical finish

Not only are the above environmental pollutants, they are known carcinogens. These carcinogenic substances are what I put on my body every morning when I workout in hopes of preventing things like cancer.

On top of that, of the $6 billion worth of performance apparel that is sold in the US each year, 85% of that will end up in a landfill where it will sit for thousands of years. If enough light reaches it, it will photo-degrade into its harmful chemical compounds that will leach into the water stream. Or the apparel might be incinerated. In that case its harmful chemicals and pollutants would be released directly into the air. Why die a slow death, right?

Instead of running, why don’t I just sit on my couch, eat a Big Mac, smoke a pack of cigarettes, and throw some more toxic waste in the Potomac River? It seemed like either path was going to result in the same ending.

You can look at this as a problem or an opportunity for change. I could continue to be frustrated with how the apparel industry’s status quo sacrifices the safety of their customers, workers, and the planet to make products. Or I could write a new story for the industry. The red shirt has become the first chapter in this story. I am not quite sure where this story will go, but I can be certain of one thing – Atayne will never make a red shirt.

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It’s Going to Be a Marathon…

Posted on April 29, 2008 by Jeremy Litchfield| 1 Comment

My name is Jeremy and I am getting ready to embark on one of the greatest races of my life. In the last year and a half, I have run four marathons (Marine Corp, Flying Pig, Chicago, and Philly) but I think this next one is going to be more like an ultra.

Over the course of my time as a marathoner, I have grown increasingly frustrated with the status quo of the apparel industry and more specifically performance apparel. Every time I went to purchase a new performance garment, I felt like I was compromising some of my most important values.

On one side, performance apparel is great. It wicks moisture, drys quickly, and is highly breathable. This all adds up to help you perform better by preventing your body from over heating. For some more background on performance apparel and moisture management, check out this article.

Unfortunately, on the other side, performance sportswear is highly unsustainable and uses chemicals and materials that are harmful to people and the environment. Consider a few things:

  • The primary fabric used (polyester) is a by-product of petroleum, a non-renewable, energy intensive, and somewhat controversial resource.
  • Polyester is not biodegradable and when it is discarded, it ends up in a landfill where it will sit for thousands of years.
  • Polyester for performance sportswear is often treated to enhance moisture management and inhibit bacteria growth. These treatments, ranging from chemicals to heavy metals, are very questionable in terms of their safety for people and the environment.

The list could go on, but I will stop there because despite this gloomy analysis there is a better way. I decided I was no longer going to compromise my environmental and social values, and I was going to change the game. Atayne is the change.

This posting is my first step in this new race, the race to create the performance sportswear organization of the future. The race where athletic performance and sustainability run side by side. The race where athletes impact the sport not the planet. The race where you compromise nothing and attain anything.

I hope you join me on this race and follow me on my journey through entrepreneurship. I hope you check in next week where I will reveal the story behind the title of the blog and why Atayne will never make a red shirt.

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