The Art of Running a NYC-Based Brand: A Conversation with Self Running's Thomas
Thomas talks about the story behind Self Running, the efforts into building the brand, New York City, and developments of the upcoming V3 caps.
It’s often said that New York is a city of 8 million people and 8 million stories. One of those stories happens to be of Thomas, who runs Self Running—a brand that began with a personal story for the love of running alone & the push to becoming better.
Since it’s inception last year, I’ve been keeping up with Self Running’s journey, and today, I am honored to bring Thomas on the newsletter to have a chat about his project. With no time to waste, let’s run this conversation!
*Parts of this conversation may have been edited or rearranged for clarity and coherence.
CS: Hey Thomas! Tell me a little bit about yourself and your role in Self Running!
Thomas: How’s it going? I’m Thomas, the founder and, I suppose, creative guy, or whatever you want to call it, of Self Running. I run most of the day-to-day things. It’s a small operation, and through Self Running I get the opportunity to collaborate with my friends and people I admire to bring the products to life.
CS: Out of curiosity, what does the day-to-day operation entail?
T: Most of the day-to-day operations revolve around minor tweaks to product design. As you know, the main product right now is a hat that’s ideal for both activewear and leisurewear. This has taken many iterations and sampling rounds to get the measurements correct and fit the way I personally want. Through each sampling, I’ve asked friends and colleagues for feedback on the shape and continued to refine it down to the millimeter. When it comes time to release the product, each package is hand-packed by my girlfriend Dakota and me, and shipped to your door. Other than that, it’s mainly planning for the future, diversifying the product offering, and preparing for an eventual pop-up event in New York City... But that'll be a little while.
CS: How did brand come to be, and what was your motivation or message behind it?
T: Self Running was founded in 2023. I was feeling creatively limited in my personal and professional life, and I’d also taken up running around that time. The name Self Running sounds pretty selfish, I’ll admit it definitely is. I started it for me, but there are a few thematic ties to running...
Firstly, I realized early on that I dislike running with other people. Running alongside others meant having conversations, which made me lose focus. If I ran in groups, I was either running too slow and couldn’t keep up, or got distracted with a conversation. So I ended up rolling solo most of the time, by myself.
The second theme I discovered when running alone, or in groups, is that you’re in constant competition with yourself. The stats on your phone always push you to run a little faster, a little harder, and a little better than the previous days. That internal motivation to be your best self is also embodied in the name.
CS: That's such an interesting story, especially considering how social run clubs are increasingly becoming more and more popular. Personally, I also like the name Self Running and the motto "Don't ever stop" for how it can also play into this idea of being open to interpretation metaphorically, like being responsible for taking actions everyday to achieve your goal.
T: Thank you! It makes me excited for the future because there’s so much flexibility in how the name can relate to different products and go beyond just running.
CS: So far, you've launched two versions of the Nylon Running Caps (all of which look great, by the way!), with Version 3 set to be released in October. Why did you decide to launch this item as your first product, as opposed to other running gear such as clothing?
T: I’ve worn hats my entire life. I feel like in the last 25 some odd years, I’ve been on an unofficial search for the perfect hat. And the perfect hat just doesn't exist. There are hats that are great for all sorts of occasions—baseball hats that are fitted work in some scenarios, while you might want a snapback or strapback in others. The material also makes a big difference. By choosing the niche of running, or, I guess, activewear, I went down the rabbit hole of how to make the best running hat. I’ve always thought running hats looked a bit silly—no shade on the five-panel look with the short, floppy brim—but I wanted to make something that could be worn while running and also when you’re just like, hanging around.
As we approach the release of V3, it’s about continuing to refine by the millimeter—tapering off the brim to a rounder shape, bringing in the crown height a bit, and making sure the strap is the ideal length. I’ve really tried to focus on all those details for this release, aiming to perfect a hat that’s ideal for many scenarios beyond just being active and going for a run.
CS: Just to get into the specifics of the process of making these hats, how many iterations do you usually go through before being satisfied with the product and overall, how long does the process take?
T: We’re making the product overseas right now, which, for those who know, can take quite a bit of time. The sampling rounds typically take about 25 days per sample. Ahead of V3, we’ve done about four iterations, ensuring the embroidery was what we wanted. Although the brand is in its infancy, I’ve become more focused on creating a quality output that people will care about and ultimately want to wear, not just from a branding perspective, but also ensuring the hat’s dimensions are to exact specifications.
CS: I love hearing about this, especially because most of the time, us consumers only see the final product. Knowing that much attention is paid to the details and the process just makes the hat so much more special.
CS: Self Running is based in New York City, and NYC is one of the most diverse places on the planet—in every aspect; culture, food, people, etc. Would you say there are elements of NYC in Self Running? and if any, are there advantages to being based in The Big Apple?
T: New York City is one of the most inspiring places in the entire world. When it comes to working on yourself and grinding every single day, you don’t have to go very far to find someone extremely focused on self-improvement. You can go on the West Side Highway at any hour of the day, even at three in the morning, and find people out there grinding. That’s the essence of Self Running as it relates to New York City. Solo, on your own mission, to continually improve.
I’m learning a lot of things for the first time, and starting any sort of brand is going to be a challenge. But starting one for the very first time, you kinda just learn things by trial and error.
CS: I think something that's so special about many brands is the community that is formed as a result. A thing that brings about a group of like-minded people. Last November for the New York Marathon, you announced a special edition of the Self Running caps in a bright orange color way—made specifically to be handed out to early supporters of the brand participating in the 26.2 mile run. What was the experience like? How does the idea of community fit into Self Running, a brand based on going solo?
T: Last year was such a cool experience. Marathon day in New York City is one of those days where everyone comes together around a singular goal. Whether you’re running or just cheering someone on, you never see so many people in such a good mood on a single day. As it relates to community, Self Running is founded on the idea that running, and going at it alone is kind of awesome. Through wearing Self Running products, you subscribe to the idea that you are on a solo journey among various other people on their own solo journeys, which I think is kind of beautiful. It’s like an unspoken circle of people who subscribe to the same philosophy. As the brand grows, I’m excited to continue growing the community that the brand is founded on.
CS: It's been over a year since you've launched Self Running. What would you say was the most difficult part of this journey, and on the contrary, was the proudest/rewarding moment?
T: I’ll be honest, I have no idea what I’m doing. I’m learning a lot of things for the first time, and starting any sort of brand is going to be a challenge. But starting one for the very first time, you kinda just learn things by trial and error. So, in any case, just doing the thing has been the most difficult part.
As for the rewarding side, I get so excited when I see people wearing a hat online, in public, or at an event that I didn’t know someone was going to be at. Additionally, I see the names of people who are fans of the brand ordering products, and it’s crazy to think that someone in Arizona, Texas, California, even Australia, knows about the brand and is willing to spend their own money on the products. It’s been really cool to see how geographically wide the brand has spread, it’s not just local to the New York area.
CS: That IS pretty cool! Was there a particular moment where you felt like "Okay, I didn't expect this, but it's going somewhere!" ?
T: It was when people started to reach out via the website or direct message asking about how they can get their hands on one, or when the hats are coming back. There were also so many kind words, people just liking what I was putting out there. It's just nice to know there's people you genuinely like the products and are anticipating the next release.
CS: Would you consider yourself a consumer-turned-business person, or have you always had an entrepreneurial spirit in you?
T: That’s a really great question. I’ve always been curious about how businesses start, how they operate, and all the moving pieces that need to fit together perfectly to make the thing run. I think most creative people have little projects going on all the time that don’t get labeled “a business.” But this is the first project that feels legitimate, which is why I’ve taken the steps to begin a brand around the idea. I don’t consider myself an entrepreneur, and I don’t think my friends or family would either, but I’ve always got some sort of project that I’m working on.
CS: Would you say that instinct plays a part in the decisions you make for Self Running?
T: My only resource is instinct at this point. If I think it's a good idea, I'll do it. If not, I don't.
CS: Any particulars you can share about the V3 caps? Any new colorways on the way?
T: V3 is sick. Like I said, just continuing to refine down to very small measurements to make it right. For Fall/Winter 2024, we’re calling it "SPRINT," and with that, we’re rolling out a new wordmark inspired by and tailored to performance runners. You’ll have to wait and see until it comes out!
CS: Lastly, if you could give one message to the world, what would it be?
T: Go make something. I believe it’s the best way to learn a new skill, and you don’t have to worry about what anyone thinks about it. Just go make it for yourself.
A special thanks to Thomas for taking the time to have this amazing conversation with me. I enjoyed learning about Self Running & the hard work that goes on behind the scenes. Find more of Self Running on Instagram and on selfrunning.us.
That’s it for now. See you next week! For any inquiries, please contact info.intotheindoors@gmail.com
into the indoors, 2024.
I always enjoy reading these... getting better and better!