If you have looked through the shop, you have probably noticed two things about our photographs. They all look like they were taken on the same day, and none of them show a face. Both are deliberate.
One light, one backdrop
Every product photo uses the same setup: soft daylight from the left, a warm light-grey backdrop and no props. We never change it between seasons.
The reason is color. When every photo uses the same light, our Black looks the same in a tee photo as it does in a legging photo, and Olive in March matches Olive in October. You can put two products side by side on screen and trust that they will match in your drawer. A different backdrop or a warmer light for each campaign would look more exciting, and it would make that comparison impossible.
Our on-location shots follow the same rule. They are all taken in one bright gym with an oak floor, a concrete wall and tall windows, early in the morning.
Why no faces
We crop every on-model photo from the chin down, or we shoot from behind. There are three reasons.
The clothes are the subject. A face is the first thing anyone looks at in a photo. Take it away, and your eye goes to where the hem sits, how the waistband lies and how the fabric moves. That is what you need to see to decide whether something fits your training.
It is easier to picture yourself in it. Without a specific face, the photo is about the garment on a body, not about a particular person.
It keeps the focus off image. Training apparel marketing often sells a look or a lifestyle. We would rather sell a 230 gsm legging that stays opaque in a squat, and show you exactly that.
What every product gets
For most pieces we take three photos:
- On-model, framed from the chin down, so you can see the fit and length on a real body.
- Flat-lay, from directly above, so you can see the cut, the seams and the true color.
- Detail, a closer crop of the fabric, waistband or hem.
Each product page also lists the size the model is wearing and the garment’s measurements on size M, so the photo and the numbers tell you the same thing.
If a color looks different in person than it does on screen, tell us at [email protected]. Your first exchange is free.