602nds with 2XU Co-Founder Jamie Hunt

Apr 9, 2010

Underpinned by a relentless company mission to develop sporting apparel of unparalleled standards, 2XU engineers have long been accustomed to producing the finest garments on the market. And then followed the vision of 2XU’s most accomplished designers.

To offer the world a niche of truly extraordinary garments; so refined in design, so exquisite in fabric composition, so rigorously researched in development, that they would represent nothing less than the international epitome of elite sporting apparel. 2XU will shortly release PROJECT:X. No precedents, no barriers, no competitors – The high performance revolution.

Each garment within the PROJECT:X collection is produced on an exclusive, limited edition international production run. Owners of 2XU PROJECT:X garments will be among a select few in the world granted priority 2XU PROJECT:X benefits to enjoy for the duration of the garment’s warranty.6

602nds had the opportunity to speak with 2XU Co-Founder and Product Specialist Jamie Hunt ahead of the Project:X:C1 launch that will feature a new range of cycling clothing hitting our stores in May.

602nds: Let’s step back and tell our followers a little about the history of 2XU. How did the vision first come about?

Jamie: The 2XU concept evolved from a discussion between myself and the two other 2XU Co-Founders/Directors (Clyde Davenport & Aidan Clarke) almost six years ago now.  We were reflecting on the absence of a high performance sporting apparel brand in Australia and felt that our combined extensive knowledge of the sporting and textile worlds placed us in perfect stead to do something about it.   The hole in this market niche was significant – ‘the big boys’ had run after mass market fashion trends and neglected the fundamentals of developing technical garments, so we decided to give it a crack.  It wasn’t long before we filled this void in the sports we attacked – we were right on the money.

602nds: The cycling clothing industry is a very competitive market. What makes the 2XU brand name a more attractive purchase than other manufacturers?

Jamie: At 2XU, we know fabric, sport, what it’s like to be an athlete (be it elite or everyday) and boast solid experience in the clothing industry.  This powerful matrix is rare to find within one organization and it has fared us well.

602nds: Apart from here in Australia 602nds has a following base that covers the US, Canada, Europe and many other countries. Tell us a little about how the 2XU brand name is growing overseas?

Jamie: We are found in over 2,000 retail stores across 45 countries worldwide and continue to grow.  While Australia, the USA, UK, Japan and Germany are as strong as expected, we also have some other real gem markets, which we like to keep to ourselves.

602nds: From speaking with the general cyclist, we hear the same story in that they are not confident when it comes to purchasing the right clothing. This is where the 2XU Performance Centre is the perfect place for advice and choosing the correct garment. What else can the general person expect?

Jamie: While it’s often viewed as a cliché, our knowledgeable Team 2XU staff are our greatest Performance Centre asset.   They go through extensive ongoing training to ensure they’re up to speed with all our latest developments, garment innovations, features and key benefits.  Most of our Team 2XU Retail staff are serious athletes themselves – we want to create an environment where customers are offered all the attention and detail they deserve when buying world-leading garments.

602nds: 602nds has recently have the opportunity to review select products from the 2XU cycling range and were blown away by just how good they really are. What is in store for cyclists with the new Project X:C1 range due for release in May?

Jamie: This awesome new Project:X piece has a membrane which hardens and softens according to climate in order to keep the wearer comfortable and dry when out in the elements.   The X:C1 also wicks moisture from the body when the micro climate heats up.  Once again, we’re excited to have reset the benchmark when it comes to ‘intelligently engineered’ apparel.  Like all Project:X items, this one does half the work for you!

For more information on the fantastic range of 2XU garments then follow the team on Twitter or become a fan on Facebook.

Images & Intro text courtesy of 2XU