Our Story
Our story
It started with a bouncing phone and a long run.
Training for the London Marathon 2025, I was out on long runs with my phone and keys bouncing around in my shorts. Every mile, that same irritating swing. There had to be a better way to carry your stuff on a run. Finding it became the idea; fixing it became the business.
Will, Founder
London Marathon 2025
The Big Half
01 · The leap
From tree surgeon to running brand
The timing wasn't an accident. I'd just left my job as a tree surgeon and was teaching myself e-commerce from scratch. When a running vest crossed my path as I was learning the ropes, everything clicked. I knew the problem first-hand, and now I had the product that solved it.
02 · The name
The name found me before I found it
For years, the number 2222 followed me around. I even passed my driving test on 22/02/2022, at 2:22. My sister, who's into angel numbers, told me to look up what it meant, and the first answer that came back was trust in your abilities.
The moment I read it, I saw the name hiding inside the phrase. Four words, four letters, one mindset.
Trust In Your Abilities
03 · The miles
Properly caught the bug
Since launching, I've properly caught the bug: 10Ks, half marathons, the full marathon. Every product we sell gets carried, sweated in and tested on real runs, mine and our customers'.
Brighton Marathon Weekend, in TIYA socks
04 · How we work
We're not a big brand, and we don't pretend to be
Built off our own backs
No warehouse empire, no massive budget. Just a small team doing it properly.
We listen to runners
The people who buy from us shape what we make next.
Only what earns its place
We add to the range only when something genuinely deserves to be there.
That's the road ahead: keep running, keep listening, keep building gear that lets you forget you're carrying anything at all.
Trust in your abilities.
We named the whole thing after it. — Will