What the "X" in our logo signifies

We design sportswear to help x-ing your limits with less harm done to the planet. The "X" signifies this. Signifies who we are, and what we are. It represents our inspiration from alternative music, our preoccupation with continuously evolving our products, business and minds, our belief that producing less, buying less and using your products in a mindful way are keys to a more sustainable way of life. The X means...

STOP. Don't buy this item, unless you really need it! Our Product Dogmas explain why.

eXit to old ways of working that are harmful to the planet.

Xcellence. We aim to develop products that are so well thought-through, that you only need the one.

X-ing limits. We believe in challenging limits, rather than limiting challenges. In our sport, our business, and our lives. Our Brand Manifesto explains our No Limits approach.

X marks the spot where the treasure is hidden.

Xpress yourself. We believe in being true to yourself whilst maintaining your curiosity to other so you can constantly evolve. We are the evolutionaries. Join the Evolution.

Xtra Mile. Unlock the Ekstra Mile is our brand promise to ourselfs. We constantly strive to improve our products.

The "X" means so much more: It's the chromosome we have in common, the identifier, the multiplicator, the unknown, the kiss, the wish, the spot on a map...

Fine. But: something seems to be wrong with the Fe226 "X"! Why it is leaning a bit to one side?

Because it stands for challenging normal ways of working, being well-known and yet different, slightly disconcerting to the eye. And finally, it's not static, but alive...

That's what the "X" means to us. What it means to you, is for you to decide. After all, the "X" marks your choice on the ballot.