2025 REFLECTIONS - MESSAGE FROM THE FOUNDER

I have always felt the same excitement as a kid in a sweet-shop when shopping for sportswear. Fascinated by the feelings of confidence and power these clothes invoke, they have always inspired the athlete in me.

I founded REAL because I couldn’t find what I wanted to wear. Encountering the intensity of boxing, none of the major brands made clothes that remained comfortable under this duress or endured the heavy usage and many washes. Style-wise there was nothing sleek or designed, but flashy fighting shorts and drab, basic gear. 

What you wear matters - it elevates you.

REAL is a British brand of performance-wear for men, inspired by the unrestrained movement and meditative focus of boxers - rooted in authenticity, under-stated in style, built to last and to perform in the immediacy of every moment. 

Our mission statement is:

"A relentless attitude of innovation and improvement in the manufacturing of high-functioning, design-driven, precise and considered sportswear, to inspire and delight our customers.” 

We design all of our own clothing over a development period of 12-18 months, involving 2-3 iterations of product. This process ensures precise measurements, rigour-testing by boxers to ensure suitability and durability, before we manufacture small batches of pan-seasonal clothing in Europe, using European-milled fabrics. 

My intention was always to evolve slowly and sustainably, keeping standards high, building loyalty, with great customer care and personal service. But the intention is also to build something with a sustainable difference and a not just product, but a point of view. 

In a noisy and competitive world, movement brings peace. It reminds us that we live in our bodies and renews our sense of self. As information and intelligence become the domain of computers, we place an increasing value on the human abilities that cannot be automated: mentality, physicality and emotion. Let’s be more human.

Our voice is calm with high conviction in knowing we produce exceptional products with quality that is seen and felt, not just heard. It’s very hard to transmit this online and because feeling is believing we have built our presence across private member’s clubs, boutiques and hotels.

Inspired by the alert focus of boxers, to the exclusion of all outside distractions, our narrative is anchored in the meditative state we occupy when we move. In a fast and chaotic world, a quiet mind is a powerful tool - Quiet Is Power. 

Our Big Hairy Audacious Goal: To become the world’s first performance brand, defining active-elegance and elevating boxer-inspired style into a premium global fashion category for people who move with conviction and individuality.