Parkrun founder Paul Sinton-Hewitt has launched a new clothing brand, named Contra. As parkrun celebrates turning 14 and it’s 5,000,000th finisher, Sinton-Hewitt also celebrates the launch of his latest project – a sports clothing brand named Contra.

With the slogan ‘movement for everyone’, Contra’s website reads: “it’s time for a sports brand that is ethical, inclusive and fair. It’s time for a sports brand. That doesn’t shame people into physical activity but supports them instead. It’s time to put people over profit.”

Women's Long Sleeved T-Shirt, £27, contra-movement.com

With factories in the Europe, Contra aims to be a fully sustainable brand, echoing the green values founder Sinton-Hewitt has showcased with parkrun. Unlike other brands on the market, the men’s and women’s shopping sections aren’t separated, or for that matter, glaringly different – forget blue for men, pink for women and expect gender-neutral tones.

Men's Short Sleeve T-Shirt, £27, contra-movement.com

The size guide is also completely new, labelled B-K instead of XS-L, with a wide number of sizes on offer, celebrating runners of every size. The kit itself is what you’d expect and more – technical materials that are sweat-wicking and anti-bacterial, yet made in Portugal and Lithuania.

Women's Tights, £38, contra-movement.com

A statement from Sinton-Hewitt on the site reads: “Although this project has been two years in the making it is still a total experiment. Everything would suggest it isn’t possible to create and sustain a clothing brand with the values we’re passionate about. It’s never been done before.

“But with your support we can demonstrate that sports kit can be made in a wide range of sizes. In colours that don’t promote gender stereotypes. Using top-quality fabrics, made in European factories that pay fair wages. And with marketing that supports the ordinary person instead of shaming them in to thinking they should be better.”

All of the proceeds from Contra go back into parkrun.

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