Basically everything we do with Willpower is a result of our previous experiences, the values we grew up with and the people we met along the way. Most of us have a background rooted in the punk/hardcore subculture. For decades we played in bands, ran record labels, published fanzines, promoted concerts, wrote songs and lyrics, cooked vegan food, toured the world and met at shows almost every week. Although Willpower was never meant to be a clothing brand for underground music-fanatics exclusively, you can still detect those influences in most of our designs and also the way we bring them forward.
For us, this feels like connecting our past with the present moment. It feels like the words and visuals that meant so much to us for so many years are still valid these days. It also grants us the opportunity to connect and reconnect with like-minded people, who all discovered running at one point of their lives.
All this is priceless. And keeping this spirit alive with Willpower is maybe the much quoted authenticity other brands lack so terribly. Something you cannot copy or construct.
We all have our roads we traveled in the past. This one is ours.