BEHIND THE CAMPAIGN

aCTIVEWEAR SEASON 2

We launched our first instalment of activewear early last year with a mindset rooted in exploration, movement and self-expression. For us, running has never really been about pace or pressure. It’s about you, the open road, and the freedom to move at your own rhythm. Season 2 carries that same belief, but pushes it further.

We started our activewear range because we couldn’t find performance gear that reflected our identity. Everything felt overly technical or stripped back to the point of being almost anonymous. Nothing seemed to have character. So we built something that did.

Our latest collection introduces all-new, trail-ready styles with hand-drawn graphics and, for the first time, womenswear; built for city escapism. Sports bras, curved-hem shorts, lightweight singlets and long sleeves - each designed for durability and breathability.

But this season goes deeper than performance.

Inspired by sun-faded landscapes and storytelling through symbols, the graphics lean into hand-drawn, cave-like markings and expressive layouts. The palette stays grounded in earthy tones, layered with subtle, unexpected detailing that gives the collection a slightly surreal edge. At its core, it’s about that feeling running gives you - the push, the release, and the quiet clarity that follows.

This is activewear designed not just for movement, but for escapism as well. For finding space in your own mind.

Out To The Desert

To bring it to life, we chose a landscape that matched the spirit of the collection. Bardenas Reales offered exactly what we were looking for: rugged, expansive and sun-scorched. The raw openness of the desert felt aligned with the themes behind Season 2: freedom, movement and making space in your mind.

Founders Lee and Jordan flew into Biarritz before driving south the next morning towards the location. The team stayed in the nearby town of Arguedas, spending the evening before the shoot scouting additional spots as the light shifted across the landscape.

When shoot day arrived, a storm had just rolled through. Heavy skies, shifting winds, not what you’d typically plan for on a shoot day. There were moments of uncertainty about whether to wait it out, but in the end, we chose to lean into it.

As the storm cleared, the desert opened up. Haze hung in the air, the ground still dark from rain, the sky dramatic and vast. The conditions gave us something we couldn’t have planned - atmosphere, texture and a sense of scale that made the collection feel even more powerful against the terrain.

The Faces Of Season 2

For our first instalment of women’s activewear, we knew we needed someone who truly embodied it.

We flew Lisa May Jolley out from Manchester, someone we’ve worked with before and whose energy we’ve always loved. Working within the fitness industry, she understands both the physical and mental side of movement and therefore felt like the natural choice to introduce womenswear into the P&Co active story.

Our male model, Kev Ellison, was someone we’d followed for a while and were keen to collaborate with. Based in the Basque Country, he runs his own local running community, which made him a perfect fit. For him, running isn’t just exercise, it’s a connection, exploration, a way to carve space out of chaos.

Together, they brought Season 2 to life exactly how it was intended to be worn: chasing the horizon, embracing the elements, and moving with purpose.

Capturing The Runner’s High

Lee, our Creative Director and founder, shot a mixture of digital and film throughout the campaign, something that’s become instinctive to his process. He always carries multiple cameras on a shoot, often working with two 35mm bodies alongside digital. Typically, that means an SLR and a compact point-and-shoot with a built-in flash.

The point-and-shoot is there for the moments you can’t miss - fast, instinctive frames that capture movement as it happens. It often doubles up as a behind-the-scenes camera too, passed between the crew to document the day as it unfolds. The SLR, on the other hand, is for slower, more intentional shots, when there’s space to compose carefully and be precise about the feeling he wants to create.

Shooting in Bardenas Reales, which is a truly breathtaking landscape, Lee knew he didn’t just want to document the location. He wanted it to feel almost surreal. The collection speaks to the runner’s high, to escapism, to the idea of making space in your mind and the photography needed to reflect that.

To capture the haze and heat of the desert in an analogue way, he shot a series of frames on redscale 35mm film, stacking prism filters to distort the light and create a subtle, otherworldly tone. The warm, orange-drenched images feel like uncharted territory - slightly dreamlike, slightly untethered. A visual nod to exploration, and to how P&Co Active itself feels for the brand: stepping into something new, pushing forward, and seeing where it leads.