UGD Apparel

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UGD Apparel sports clothing brand, designed by athletes for athletes, high quality clothing for high class perfo

11 years of UGD. A lot of mistakes. A lot of lessons.We’ve chased trends.Changed direction.Tried to be everything to eve...
07/10/2026

11 years of UGD. A lot of mistakes. A lot of lessons.

We’ve chased trends.
Changed direction.
Tried to be everything to everyone.
Worked with the wrong people.
Focused too much on products.
And, at times, lost sight of what made UGD different in the first place.

None of that means those years were wasted.

It’s how we figured out what UGD isn’t — and, more importantly, what it is.

UGD isn’t about trying to appeal to everyone.

It’s for the people who love running.
The people who love lifting.
The people who train because they genuinely enjoy it.

Real people. Real training. Show up. Do the work. Keep going.

That’s UGD now.

And honestly?

We think it’s the best version yet.

11 years. A lot has changed.UGD started in 2015 because I wanted training kit that I actually wanted to wear.Since then,...
06/10/2026

11 years. A lot has changed.

UGD started in 2015 because I wanted training kit that I actually wanted to wear.

Since then, we’ve grown, changed direction, had some huge highs, made some mistakes, lost our way a little and tried a lot of different things.

For a long time, I tried to keep UGD separate from me.

But the more I thought about it, the more obvious it became.

UGD is me.

I love running.
I’m a track coach.
I love the gym.
I love lifting.
I love training.

And those two sides of me became RUN CLUB and LIFT CLUB.

UGD isn’t about being the best athlete in the room.

It’s about the people who turn up after work.
The people chasing a PB.
The people who love lifting.
The people who love running.
The people who do both.
The people who keep showing up even when nobody is watching.

Real people. Real training.

That’s what UGD has always been about.

It just took me 11 years to properly figure it out.

SHOW UP. DO THE WORK. KEEP GOING.

That’s UGD

So, who actually runs UGD? 👋Well… mostly me.UGD started as an idea to make clothes I actually wanted to wear. A few year...
05/10/2026

So, who actually runs UGD? 👋

Well… mostly me.

UGD started as an idea to make clothes I actually wanted to wear. A few years later, it’s grown into something much bigger than I ever expected.

I’m still involved in pretty much everything — from designing and ordering stock to packing orders, creating content, answering messages and, yes, a little bit of modelling here and there 😅

But it’s not just me anymore.

There are photographers, videographers and a small team who help make the pop-ups happen, along with plenty of people behind the scenes who have helped UGD get to where it is today.

It’s still a small business.

It’s still very hands-on.

And I’m still very proud to be the person behind it.

Thanks for being here. 🧡

UGD Apparel — made by us, worn by you.

These are the rules..Nobody wrote them downEveryone needs to understand them.Did we miss any 👀
05/10/2026

These are the rules..

Nobody wrote them down
Everyone needs to understand them.

Did we miss any 👀

04/10/2026

No shortcuts.

Get out.
Put the miles in.
Do it again.

That’s the routine.

UGD apparel. For those who show up.

02/10/2026

You don’t need to feel motivated.

You just need to show up.

The days you don’t feel like training?
Those count too.

Put the work in. Do it again tomorrow.

UGD Apparel. For those who show up.

Every runner has done at least one of these. 😂You say it’s an easy run.You check the weather 6 times.You pretend you’re ...
30/09/2026

Every runner has done at least one of these. 😂

You say it’s an easy run.
You check the weather 6 times.
You pretend you’re not bothered about pace.
Then spend the last kilometre convincing yourself you’ve got a PB in you.

Running is simple. Until you become a runner.

UGD Apparel — clothing for those that show up.

Some gym truths are universal 👀We can all relate to having that favourite bench, thinking everyone should know the end r...
29/09/2026

Some gym truths are universal 👀

We can all relate to having that favourite bench, thinking everyone should know the end rack is yours.
“One more go” turns into 11 attempts and somehow the rest day still gets ignored.

UGD apparel - clothing for those that show up!

28/09/2026

You won’t always feel motivated
You won’t always feel fresh
You won’t always feel like training

SHOW UP ANYWAY

For those who show up - ugdapparel.com

Running isn’t always going to feel good.Some runs will feel effortless.Some will feel terrible.Some sessions will humble...
24/09/2026

Running isn’t always going to feel good.

Some runs will feel effortless.
Some will feel terrible.
Some sessions will humble you.
Some weeks you’ll wonder if you’re actually getting any better.

That’s running.

You don’t need every run to be a good one. You just need to keep showing up.

The boring days count too.

📸 Visualz by Joe

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Durham

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