Hey Team,
Last week we started talking about what we want to focus on this year at SSC. Today I want to go a bit deeper, but in a simple way.
Some of you have been part of Salty since the beginning. Some of you followed us founders even before SSC. You know the original idea. We just wanted to make race apparel for ourselves.
But it quickly became much more than that. Weekly runs and real life events gave people what they missed so much after almost two years of not being able to properly be outside together.
This year we want to find back to those roots.
That does not mean less events. It means the opposite. It means we want to do it better.
Events
We made a tough decision. We stopped a few cities so we can really focus on the ones where we can create the best experiences.
Our core cities are Vienna, Munich, Hamburg and Madrid.
We want more events there. We want bigger moments there. And we want to try formats that feel new. Not just “meet, run, go home”.
At the same time, we will still do pop-ups and activations outside of the core cities. We just want them to be more intentional.
One example is Paris. We are planning an event there during Fashion Week in June. More on that soon.
Product
We have been working a lot on product. Like actually a lot. It might not look like it on the outside but apparel is a tough niche to be in, but we’re in for the challenge.
We are working on cool printed shirts, but we are also putting a big focus on making pieces that feel genuinely great without any fancy prints and that you will want to wear all the time.
Right now one of the main pieces is an oversized hoodie in heather gray. It has an embroidery on the front.
Oversized balloon fitted hoodie in heather grey featuring embroidery chest print
Real talk, the clothing industry is not easy. It is a constant loop. You have an idea. You try to build it. Something does not work. You adapt. Samples come back wrong. You adapt again. Production gets delayed. You adapt again. It never stops.
The hardest thing is planning far ahead. Big brands plan seasons and seasons in advance. Some of them already have Spring Summer 2027 ready to shoot right now. That is insane.
To match the hoodie, we are also releasing sweatpants in heather gray. They have a minimal tone in tone embroidery on the back pocket. The fit is oversized. The pants have a drawcord at the leg end so you can tighten the opening.
And we are also improving pieces you already know. We are working on half tights V2. We are also working on socks V2.
If you like this kind of behind the scenes, tell us. We can share more of it. The good parts and the messy parts.
What’s happening this week?
Hamburg
This Sunday we are back in Hamburg for our second run with MOVE. powered by 1KOMMA5°.
9km @ 10am, followed by a sound bath session afterwards.
Munich
Saturday / 9:00 AM for 10km | 9:30 AM for 5km / 6:15min/km pace / 🔗 Sign-up
Madrid
Sunday / 10:00 AM / 5.0 km / 🔗 Sign-up
Vienna
Sunday / 9:25 AM for 10km | 10:00 AM for 5km / 5:45 to 6:00min/km pace / 🔗 Sign-up
Keep building and until then, stay salty!
– SSC