Building a Running Brand in Public

We’re Not Waiting Until It’s Finished
Traditional brands tend to show you the finished product.
We’re doing almost the exact opposite.
Through @ontheflytommy and TAUDON’s social channels, we’re documenting the development process while it’s happening.
That means you’ll see Prototype 001 before Prototype 002 exists.
You’ll see the ridiculous testing ideas.
You’ll see apparel experiments that may never become products.
You’ll see us questioning factories, changing materials and occasionally discovering that an idea that sounded brilliant doesn’t actually work.
There is some risk in doing that.
It’s much easier to disappear for twelve months and return with beautiful photography claiming you’ve created the perfect product.
But TAUDON is being built around testing.
So hiding the testing doesn’t make much sense.
The people following the project now aren’t simply watching us advertise finished products.
They’re watching those products become finished.
And eventually we’d like runners from around the world involved in that process too.
Because APEX shouldn’t only work for one runner in Australia.
The next stage is getting it onto many different feet.