RUN, RUN, SAT DOWN AND BURNED OUT: WHERE RUNNING CULTURE MAKES SENSE A

RUN, RUN, SAT DOWN AND BURNED OUT

Authors: Sasha T. x NEWBORN Antoni

I spotted some socks on an Instagram account. Bright, great print, the kind you want to buy immediately. Went to the brand's website and it turned out to be a limited festival collaboration, already sold out. So I started Googling for something similar and fell down the rabbit hole of running culture in 2025, because right now it's taking over the entire internet.

I don't run. But still, interesting.

What I found was a little overwhelming. Brands everywhere, new ones, old ones, reinvented ones. Soles either two millimeters thin «to feel the ground», or platform heights that rival a heel, as if someone crossed trail shoes with gothic aesthetics and decided that was the future.

But first, the good news.

IT'S ACTUALLY GREAT THAT RUNNING BECAME COOL

Seriously. Running clubs exist in every major city now, people wake up at six in the morning not because they have to but because they want to. And there's an interesting paradox here: most people show up to running clubs to run, and leave with new friends, coffee and merch. Running has become a social format. A reason to get outside and meet people.

Honestly, running clubs today are almost as much about style as they are about kilometers. For actual running and trail there are plenty of brands with the right materials and technology, we'll get to those below. And by the way, if you're planning to grab a beer with your crew after the run, clothes from NEWBORN K will serve you just as well, because Han Kjøbenhavn, New Amsterdam Surf Assn. and Bareen look good both before and after a workout.

When healthy habits become part of culture, that's always better than the alternative. Even if you showed up for the socks.

BUT THERE'S A CATCH

Like any subculture at peak popularity, the big money arrives before any real understanding does. Brands appear that are built not around a product but around an image. A pretty one, but hollow. Their audience isn't runners, it's people who want to look like runners. A worn-out t-shirt, cut-off jeans, a cigarette after a race as the concept of a brand worth millions in investment. It would actually be funny and ironic if it were delivered with a sense of humor. But no, everything is played completely straight, zero self-awareness. Cringe for cash, to put it simply.

ON TOXICITY, SEPARATELY

Part of the running community is toxic enough to seriously debate the «correct» sole height like it's a religious matter. And if you're not the right type of runner, they will absolutely let you know.

It reminds me of skate culture, where if you can't land a tre flip you're not cool enough for the cool kids. Even though everyone knows perfectly well that cruising around on a board in Dr. Martens without doing any tricks is completely normal and looks great. That's actually what most people do. They just don't say it out loud because they don't want a comment from someone in compression socks.

COLLABORATIONS THAT ACTUALLY MAKE SENSE

While some are selling an image, others are just making good stuff.

I knew Pas Normal Studios exclusively as «those cycling guys in spandex». Turns out NEWBORN K carries more than just their socks, there's a full line. And it's a real discovery: a brand that grew out of cycling culture making pieces that fit naturally into a running and urban context. That's exactly what makes a brand interesting, bringing something genuine rather than just slapping a logo on a trending topic.

WHAT TO WEAR WHETHER YOU RUN OR JUST PRETEND TO

There's an interesting thing happening in this whole running wave: most people buying technical sneakers, windbreakers and caps have zero intention of running in them. And that's completely fine. The Salomon XT-6 became shoe of the year not because everyone suddenly started hitting trails, but because it looks good and works in the city.

At NEWBORN K, a lot of people buy running and gorpcore pieces just to wear to work. We're the same way. A Salomon pack to the office every day, a technical jacket because it's practical, trail shoes because Warsaw pavement sometimes isn't all that different. None of us are planning a marathon, and that doesn't make the choice any less right. Check out the current Salomon collection at NEWBORN K.

NEWBORN K carries Klättermusen, a Scandinavian brand with technical outerwear that works equally well on a trail and in the city. For bags and accessories there's Côte&Ciel and their Adda Plus line: technical materials, thoughtful construction, everything you need to carry your things comfortably whether you're running or not. And for eye protection, Oakley from our range needs no explanation.

All of this pairs naturally with classic cargo from Carhartt WIP, also at NEWBORN K. Different worlds, same logic: things made for a reason, not for a photo.

FOOTWEAR: FROM THE CLASSICS TO WHAT'S NEXT

Rather than going the retro route, at NEWBORN K we have ROA, a Italian brand that since 2016 has been making shoes equally at home on rocky terrain and city streets. Chunky soles, toe protection, technical materials and a restrained design with no unnecessary details. And Rombaut, a Belgian brand built around sustainable production: no animal leather, verified materials, sculptural forms with a clear point of view on what footwear should look like.

But if we're talking about where running footwear is actually heading, that's a separate conversation about norda, also at NEWBORN K. A Canadian brand from Montreal using Dyneema in the upper, a material 15 times stronger than steel at the same weight, Vibram soles and algae-based foam. This isn't marketing, it's a genuinely different level of materials in a running shoe. There's a lot to say about norda, and we'll do that properly in a separate piece.

IN THE END

The running trend will pass again, as it always does. Clubs will get smaller but more genuine. Brands without a real product will disappear.

What stays is footwear that actually fits well. Clothes you can run in and sit down for coffee in right after. All of that is at NEWBORN K, and that's the criterion we use when putting our selection together: not what's loud, but what makes sense and actually gets worn.

And socks, of course. Bright ones, great print. We have those too.

FAQ

What is gorpcore and how to wear it in the city?

Gorpcore is a style combining technical outdoor clothing with urban everyday life. Trail shoes, technical windbreakers, functional backpacks, and all this not on a mountain trail, but on city streets. The main rule: things must be made of genuine materials, not just look "like for an expedition." At NEWBORN K, you'll find Salomon, Klättermussen, Carhartt WIP and other brands that naturally fit this style.

What running shoes are suitable for the city?

Most technical running shoes work great in the city. ROA models with a massive sole and technical finish, norda shoes with a Vibram sole and Dyneema in the upper. All equally suitable for training and daily walks to a cafe.

What is norda and how does it differ from other running brands?

norda is a Canadian brand from Montreal, founded in 2021. The main difference: the use of Dyneema in the upper, a material 15 times stronger than steel at the same weight. Plus Vibram Megagrip soles and foam made from marine algae. This is not marketing, but truly a different level of materials compared to most brands on the market. Current models are available at NEWBORN K.

What to wear after a run?

It depends on what you have planned next. If it's coffee and chatting with the club, then Han Kjøbenhavn, New Amsterdam Surf Assn. or Bareen from NEWBORN K will perform better than any technical apparel. If you're going straight to work, then Carhartt WIP and Klättermussen provide the necessary balance between comfort and appearance.

What bags and accessories are suitable for running and the city at the same time?

Accessories with a technical character for everyday use are offered by Côte&Ciel: technological materials, thoughtful design, comfortable both in the city and during training. For glasses, unequivocally Oakley both for running and for everyday wear.