No matter what people say, running a brand is tough. Constantly shifting consumer tastes, ever-rising costs, a growing population of idea thieves and general over-saturation. It’s a miracle…
Utility is incredibly important in Denmark as a whole, but if function and form were ever to get married, it would almost certainly happen in a church in…
Cycling is one of those activities that can become needlessly intimidating. And that’s part of the reason we don’t talk about it on Proper all that often -…
Certain brands age like fine wine – getting slowly better as the years progress. Purple Mountain Observatory doesn’t do that. They’re getting better, much, much quicker. Honing their…
Fjällräven is a brand we’ve always respected. Their uncompromising approach to outfitting for the worst possible conditions is highly admirable, and with that comes jackets… If you’re after…
We all know by now that running has become the latest status symbol. What used to be reserved for race day; the shoes, the kit, is now fair…
Here at Proper, we very rarely venture much further South than Birmingham. But a handful of brands make us want to change that, and Finisterre is one of…
You probably know Arksen for their adventure-ready boats and off-road vehicles — big, capable bits of kit built for disappearing into the wild without a trace. But they’re…
There’s nowhere quite like the British countryside. Rolling hills. Lush streams. Unintelligible farmers. Homebrew cider that’ll turn you blind. Yep, the British countryside is a truly, truly wonderful…
Massimo Osti’s name doesn’t need any introduction around here. It rings out like a gunshot in a church for anyone who’s into jackets, fabrics, or the dark arts…
Marlon Patrice is many things – a runner, activist, hiker and motivational speaker just to name a few. Most of the time, however, when his name comes up,…
If you’ve got into outdoor lifestyle clothing in the last five years, you can partly thank 114 Index for that. The cult Instagram account turned creative agency was…
Knowing your history is very important, and no one knows that better than the cult Instagram account, store and online community WAY OUT CACHE. WAY OUT has been…
In this clothing world there are some people that are about it, and some people that are maybe not so much. Patrick Stangbye is most definitely about it.…
Back when we started Proper, the new brands on the block needed to be sought out in person. The formative years of retail icons like Oi Polloi were…
We had the brief pleasure of Wai Tsui’s company in the late summer of 2023, as he launched a collaborative project between his own burgeoning brand Hiking Patrol…
Generally, we’re not all that phased by new music that comes out in December – another enforced-festive-fun cash grab by an artist we’ve never cared for? Yeah, more…
At Proper, we’re always on the lookout for fresh and upcoming brands, it’s probably us subconsciously trying to remain cool. So we were really pleased when new streetwear…
For Madrid-based brand on the rise, unfeigned, the past year has been one of exciting growth as well as a renewed focus on the importance of developing the…
Everyone knows hiking got a pretty hefty boost in popularity during the pandemic. This in turn led to an increased appreciation not just for gear that works, but…
You run a brand creating beautifully designed running garms, do you run? and if so let’s start things off with what’s your favourite place to run? I started…