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The Savile Row of Sportswear




British Craftsmanship Meets Modern Technology



The Savile Row of Sportswear








British Craftsmanship


Modern Technology


Performance Sportswear Made Right

Boutique sportswear sustainably handmade by us in Hackney, East London using a combination of traditional tailoring techniques and modern technology.


We are building your future performance staples. Dozens of iterations are worked through both digitally and physically to get things just right.


Only the finest technical fabrics and components from European mills and suppliers all committed to the best environmental practices. We source as local to home as standard.


Hand made by us in small batches to reduce waste. We're aiming to be carbon-neutral in 2024. Our studio is purpose built to be as efficient as possible and powered fully on renewable energy. Off-cuts are recycled into building insulation.


From off-the-peg to fully bespoke we've got you covered.


"The Usual Objections"

What are the usual objections?


It's the voices in our heads telling us all the reasons we can't do things.


The fears.  


When you start something new you don't know where it's going to lead. There is a fear of the unknown but sometimes the fear of the known can be greater. Knowing where you're going to end up. Knowing if you don't make a change you're going to be stuck.


That's what happend to us and why we started Usual Objections.


To start something with a purpose. To not only make the best sportswear but the best business. One that gives back to the environment and to the community and is a force for good. To do something meaningful with our lives and to help you do the same in some small way.  


We believe everyone is capable of great things. We want to inspire and facilitate life-changing personal progress, every day. To dream big and overcome the objections holding you back.


Run Tops

Every day running with our collection of technical run tops.

Available in a merino-wool blend or dri-release cotton for ultimate comfort and thermo-regulating properties - keeping you cool when it's warm, and warm when it's cool.

Short and long-sleeve options in our signature prints.



Run Shorts

A super lightweight, quick-drying, sweat wicking short designed for the daily grind.

Side splits for freedom of movement and adjustible waistband for maximum comfort.

Reflective logo on front and back to keep you safe at night.




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