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The Orange Runner- Apparel

People want cool graphics,” Steve declared.
“People want a cool story,” I insisted.
“Listen, I’m bankrolling this, so we’re doing the cool graphics thing. We can do a small run of the cool story thing.”
“Fine.”
That’s how I designed the first collection of Orange Runner apparel: as a social experiment. 
Steve believed that a piece of apparel, crafted to look more like a work of art than a garment, would appeal to runners. So, we designed a t-shirt featuring a runner flying through the gritty, complex, streets of New York City. 

I believed in a story, woven into the very fabric of a garment, would appeal to runners. So, we created a smaller run of “Post-Race Beer Shirts” that came with a comic about finishing a race, putting the shirt on, and chugging a celebratory beer.


During the week of the New York City Marathon, we put the word out on Instagram and sold the shirts out of Steve’s trunk. Both sold better than we hoped. Of the fifty graphic tees, we sold forty. The Post-Race Beer Shirts— of which we printed twenty-five— sold out.
(Steve says that he was right because his idea sold more shirts. I maintain I was right because my idea sold out.)
The Orange Runner- Apparel
Published:

The Orange Runner- Apparel

Published: