Hylo Launching the world’s most sustainable running shoe.

The future of the sports industry needs radical change, and until now, it has been too slow to act. Together with the team at HYLO, we have created a brand with real product purpose at its heart. HYLO has set out to use today’s most innovative and sustainable natural materials, creating one of the world’s lightest commercial running shoes for tomorrow’s activists and athletes alike. Setting a new natural high in an old industry.

Following a philosophy of simplicity in design, we’ve built a brand that sits at the sweet spot between technical performance and natural innovation – capable of credibly taking on some of the biggest names in the sports world.

The name we created, ‘HYLO’, is derived from the popular flowering succulent, the Hylotelephium, which is often referred to as the ‘live-forever plant’ due to its remarkable ability to sustain itself after being uprooted. This thinking runs right through the brand and extends into a circularity scheme that rewards customers for sending in their used HYLO trainers – which are then recycled into new pairs.

HYLO’s signature lightning bolt is a prime example of how this thinking has been translated into the brand’s identity. It represents both the power of nature and the lightning-fast speed that comes with designing one of the world’s lightest commercial running shoes.

To ensure the brand could scale across all touchpoints, we developed a comprehensive design system built on the core values of simplicity, sustainability, and performance. The system adapts seamlessly to both physical products and digital interfaces, ensuring consistency across packaging, digital platforms, and product touchpoints. By prioritising user experience and accessibility, we’ve created a design language that’s not only visually cohesive but also functional and intuitive. This allows the brand to grow while staying true to its sustainable roots and commitment to performance. This flexible yet grounded system positions HYLO as a forward-thinking brand, ready to disrupt the industry for the future.