# 18 - countdown.

the shoot.

A long runway to this marketing shoot. We requested quotes from several production houses, had conversations, compared concepts. In the end we landed on We Say Less. An instant click. They get exactly what this is about, what our starting points are.

Together we worked out a briefing, talked through the direction, set up a shot list. On deliverables we're aiming for three layers at once.. brand, consideration and performance. And the location couldn't be more fitting: my own gym, Vondelgym. Monday September 7th, it happens. I can't wait. 😎

the collection.

Reason enough to already show where we stand with the different items, each one thought through for its use case. Everything built around hybrid fitness like CrossFit and Hyrox, and the rest in between.

Quality is the primary starting point here. Our fabrics always carry an organic or recycled character. Steered by certifications like GRS for recycled material, OEKO-TEX for safety against the skin, and GOTS for organic textile. And when it comes to manufacturing, our base is in Portugal.. craftsmanship, short lines, less emissions. 🇵🇹

The current state:

• Longsleeve. In stock, 160 pieces in a deep, powerful black. New shades are lined up to follow.
• Shorts. Heading toward the golden sample here. Working with 3 different manufacturers, which gives us even more room to be critical on price, quality, processes and collaboration.
• Sleeveless. Also quite far along in the sample process here, just gave feedback on the 3rd sample.
• Shortsleeve. Still at the beginning. Received the first prototype and gave feedback.
• Socks. In stock, 50 pairs.
• Merch. Water bottles and caps arrived.

fract-store.com.

Then the webshop. Checkout is still in a test environment for now. For launch we're waiting on the content from the shoot. In the meantime we keep working on the rest. Optimizing the purchase funnel, refining post-order communication, getting fulfillment further in order.

Alongside that we make content, first of all because we enjoy it, but definitely also to build a bit of identity and credibility.

For that we've set up a few different themes. Inside Out is one example of that.. the entrepreneurial process, like what you're reading now. But we're also proud of something else: we're now at 7 Chalk Talk interviews on the counter. Short conversations with people from our network, about motivation, sport and life:

Want to see more of this? Follow us on @fract.insta ❤️. There you'll find the interviews, plus all the developments, designs and a look into the world of hybrid fitness.

Cheers!