Running Culture Is the New Streetwear

Young Gun ultrarunners were like Lost Generation writers in the ’20s, Beat poets in the ’50s, and rock musicians in the ’60s: they were poor and ignored and free from all expectations and inhibitions. They were body artists, playing with the palette of human endurance.

Investigating the why behind our purchases can help us consume less, shop in line with our environmental values, and ease up on our spending. The truth is that we don’t need the latest and greatest in running tech to compete at a high level. Companies tap into the image and influence of top elites to sell their products because it sends the implici