DOXA Run – New Running Apparel Brand & Interview With John Hansen

DOXA_Image_InstagramI first saw the logo of DOXA early last summer, while I lived in Copenhagen. Probably through Instagram and started following them, thinking that they had a nice look to their gear. I wanted to interview John Hansen, the creator and designer behind the brand, to get to know why and how it all started.

John is a seasoned runner and designer who wanted to bring a clothing line for running that would work through the workout to everyday life. I really like how he’s looking at this idea and how he also wants to do good while he’s at it. DOXA has a Kickstarter campaign now for their first capsule collection and they will give 50 race singlets to Kenswed Academy in Nairobi, Kenya, if the campaign is funded. The school is a way to give the children a chance for better living conditions and future. Here’s the link to the school for you to check it out .

Who are you and what is your background?

My name is John and I’m 36 years and have worked with fashion for 15 years, the last 1 year as self-employed in AITY Consultancy, where I do design work for different danish brands.

Alongside all this I have DOXA – the place where I unite my passion for running and my hobby and interest in fashion. I live in Copenhagen where the social running crews has been exploding the last few years. This definitely awoke my interest even more of combining fashion and running – to become a part of the new athleisure trend.
What is Doxa? And what is it to you?

As mentioned above, DOXA is more or less the person I am, running, fashion and lifestyle combined into one.

DOXA is everything for me, but at the moment I’m not able to make a living by the brand, but hopefully it will turn into that one day.

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Where did the idea behind Doxa come from?

DOXA was born out of my idea to bring something new into the running scene. I know I can’t compete with the more established brands such as Nike and Adidas, but there is a lot of space for other brands, who makes cool running gear with an urban approach. Because these days people want to look cool before, during and after their social run with all their friends, colleges and maybe their love of life – who knows.

Where the name Doxa comes from?
I wanted to create a name that had a visuel effect and that I could work with in different prints and effects on my product. I like the different geometric shapes of the letters and the shortness of the name. It’s precise and direct and something people hopefully will remember. Another important aspect for me, was that I could incorporate one of the letters in my design and prints-the letter X.

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What is / will be the difference with Doxa compared to other similar brands?

I think that DOXA is different because of the fashion angle. A lot of running apparel maybe looks too sporty(boring) and functional compared to how most customers actually wants to look. When I go by the subway to a park far away to do my trail I would like to blend in with the people and not look like a nerdy runner, who caught the bus like a fail. So in my opinion DOXA is the brand that’s missing in the athlesiure arena-the brand that combines fashion with functionality and makes people look cool. In the end that’s what most people want to.. 🙂

My hope is that DOXA will be sold from fashion stores and giving the costumers the opportunity to combine it with their daily wear. This is also different from what most other similar brands do-a traditional distribution would be through classic sportswear stores. But I believe that DOXA fits in with a mix of fashion and sport and has an edge that will make costumers notice DOXA on the shelves.
Where does the ideas come, with patterns and fits, from?

I combine sport with fashion, so my ideas is born in fashion with the intention of incorporating it with the functionality in sportswear. The fit is the most important part of the product. As a runner myself I know the importance of a good fit, without that you can’t perform. But I also believe that fit is not everything, with the great interest in sportswear you need something that stands out and the customers feel that their running gear reflects their style. People want to feel fashionable while running, not only while out running but also on the way to the running field and when hooking up with their friends after.

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Where do you see Doxa in 5 years? What are your goals?

Hopefully I’m able to work with DOXA as my main business and make a living out of it. I would love to see my brand represented all over the world in selected fashion and sportswear stores. And at the same time I want to keep on working with Global Relations to keep on creating better opportunities for the young talents in Nairobi. Hopefully we can create something bigger and greater together. It’s important for me to be able to contribute to the ones that need the help and support to succeed. And if sometime in the future my work with DOXA could make some young kid in Nairobi life a little bit better, I could not be more thankful.

How did you come up with the idea of doing this all with Kickstarter?

After a lot of brainstorming with a good friend about how to get a new upcoming brand out to the costumer, we came up with the idea to try Kickstarter. I needed a platform to show my work and my dedication to running and the good work at Kenswed. Kickstarter is a great place for new brands to start up and a forum that reaches out to so many people. The interest has been great, but there’s still a long way to the gold. Whether I reach it or not, it has been an amazing journey and I’ve learned so much on the way. Hopefully I will reach my goal and then being able to contribute to Kenswed and send out all the cool runninggear to my cool backers. Kickstarter is hard work, but the risk is low and I would diffidently recommend it to anyone who wants to make awareness of their products and needs there funding to get started.

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Do you have some connection to Kenya or where did the idea for that come from?

The idea was born from the simple idea; that I really wanted to do something good for others not as privileged as me. I met a guy when I was out running with Runners United, we talked a lot about his work in Kenya with the young running talents. He told me how tough their living circumstances were and how running often is a way out of poverty. His good friend Per-Olof Hansson is founder of the NGO Global Relations that works with the young people in Nairobi. So I contacted him and we started talking and sharing ideas. I really admire his work and feel honored to be a part of it.

And last but not least…

What does running mean to you?

It means the world to me! It’s my space away from everything, where I come up with new ideas, where I clear my head and where I gain new energy. Running is my life! I’ve been doing it for over 25 years and I will keep on running as long as my legs let me..

Go and check the Kickstarter campaign HERE! and their website HERE!

And keep yourself updated with the brand at Instagram @DOXARUN

I wish all the best to DOXA and John and hope to see this all grow to what you have dreamed! 🙂

PMA ❤

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