the brief

IRL started as a Sunday group that left Berlin on the first train out. When the club designed its own kit, the founders wanted a launch that spoke to people who run to get away, not to chase personal bests.

the approach

We took twelve members to the sandstone hills of Saxon Switzerland for two days, planned the routes with a local guide and photographed whatever the weather allowed. Most of the pictures happen between efforts: a watch check, a pause on a ledge, cloud coming down over the forest.

The microsite is built around a map. Each route from the shoot has its own page with distance, climb and the train home, and every piece of kit appears on the route where it was worn.

the outcome

The first collection sold out in pre-orders, and the route pages now host the club’s weekend runs. Membership doubled over the spring, and the name escapism came from the members themselves.