The time of "shrink it and pink it" is over.
For years we've watched on as women's activewear has become performative, not performance-led. Cheap fabrics, changing trends and a culture of short-termism.
By contrast, the ThruDark woman is the rose that grows from concrete. She who knows that the road to success is a long and arduous climb.
The ThruDark woman believes that inspiration comes not from her outfit but in knowing what her body is capable of and seeing it reach its full potential.
The ThruDark woman eschews the all-too-familiar tropes of modern womenswear. She puts in the work when no one is watching, she lets her actions do the talking - not her outfit.
We don't shrink it and pink it, we paint it black and build for success.
"Nothing Comes From Nothing."
📆 We can today confirm that two Scottish Premiership fixtures in March have been selected for live TV coverage.
🔵 Sun 15 March | St Mirren (A) | Noon | Sky Sports
🔵 Sat 21 March | Aberdeen (H) | 17:45 | Premier Sports
“What was the idea behind ThruDark?”
The first in a short interview series, sit down with Co-Founder Louis as he shares behind the scenes insights on the ThruDark brand.
We’re incredibly proud to have made it onto the Sunday Times 100 fastest-growing, privately-owned companies for the second year in a row.
Thank you for your support.
The New Era x ThruDark Desert Storm Collection fuses New Era’s iconic streetwear style with ThruDark’s high-performance outerwear, featuring the Desert Storm Bucket Hat — an exclusive design unavailable through any other New Era partner worldwide.
https://t.co/sU70MSfRfe
It's been nearly 40 years since Predator landed on our screens...
We felt it was due a remake.
Introducing the new "Temperate Camo" Shroud.
Waterproof.
Camouflaged.
Still not a D*y R*be.
Mark your calendars and bring your questions!
Join us for an Instagram live Q&A tomorrow at 1200HRS (BST) with Staz, Al Carns and Foxy.
They'll be discussing all things Mission: Everest 2025.
Think you can beat our Co-Founders in a footrace across the fells?
Find out more about our first ever ThruDark mountain marathon and ultra in the link below...
https://t.co/S6VJ0STbGF
"Endeavour Through Adversity"
Congratulations to our Ambassador Chris Billam-Smith on a return to winning ways this weekend against Brandon Glanton.
A gritty performance, characteristic of those we've seen over the years from Chris, Team ThruDark is proud to support The Gentleman.
And how about that robe? 🔥
Designed, developed and tested by former UK Special Forces Operators, our Shroud jacket has been worn in some of the toughest environments on the planet.
So what do you think... is there an @AldiUK store out there that could break it?