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Paris Fashion Week,
June 2025, Men's SS26
[Running Guide]
June 2025, Men's SS26
[Running Guide]
Paris Fashion Week Men’s has undergone a major transformation in recent years.
What was once a strictly fashion-focused event has evolved into a full-blown apparel industry moment – twice a year. And when we say “apparel,” we mean everything except traditional fashion: sportswear, outdoor gear, workwear, and beyond.
As we continue to explore these crossovers ourselves, the week has naturally become home turf – running between showrooms, reconnecting with our favorite brands across industries, and getting a first look at what they’ve been cooking up for the past six months.
What was once a strictly fashion-focused event has evolved into a full-blown apparel industry moment – twice a year. And when we say “apparel,” we mean everything except traditional fashion: sportswear, outdoor gear, workwear, and beyond.
As we continue to explore these crossovers ourselves, the week has naturally become home turf – running between showrooms, reconnecting with our favorite brands across industries, and getting a first look at what they’ve been cooking up for the past six months.
This time around, we decided to narrow our focus. Rather than giving you a mega overview of 30+ names, we’re zooming in on one direction that’s shaping both product and culture right now.
For SS26, we proudly present our Paris Running Week Guide.
Running’s boom isn’t news anymore – we’ve been covering it across both our digital and print platforms for years now. But what’s happening in Paris during Fashion Week is something special. Everyone who’s anyone in the space is showing up to put their best foot forward – collections, collabs, and community activations included. Mornings have started to feel like a Speed Project relay race: one run leads into another, brands linking up with crews, and your calendar ends up looking more like a marathon than a meeting schedule.
So we leaned into it. This guide highlights some of our favorite running-minded brands showcasing during PFW – both the heavy hitters and the rising stars. Without further ado, lace up and dive in below.
Paris Fashion Week,
June 2025, Men's SS26
[Running Guide]
June 2025, Men's SS26
[Running Guide]
Paris Fashion Week Men’s has undergone a major transformation in recent years.
What was once a strictly fashion-focused event has evolved into a full-blown apparel industry moment – twice a year. And when we say “apparel,” we mean everything except traditional fashion: sportswear, outdoor gear, workwear, and beyond.
As we continue to explore these crossovers ourselves, the week has naturally become home turf – running between showrooms, reconnecting with our favorite brands across industries, and getting a first look at what they’ve been cooking up for the past six months.
What was once a strictly fashion-focused event has evolved into a full-blown apparel industry moment – twice a year. And when we say “apparel,” we mean everything except traditional fashion: sportswear, outdoor gear, workwear, and beyond.
As we continue to explore these crossovers ourselves, the week has naturally become home turf – running between showrooms, reconnecting with our favorite brands across industries, and getting a first look at what they’ve been cooking up for the past six months.
This time around, we decided to narrow our focus. Rather than giving you a mega overview of 30+ names, we’re zooming in on one direction that’s shaping both product and culture right now.
For SS26, we proudly present our Paris Running Week Guide.
Running’s boom isn’t news anymore – we’ve been covering it across both our digital and print platforms for years now. But what’s happening in Paris during Fashion Week is something special. Everyone who’s anyone in the space is showing up to put their best foot forward – collections, collabs, and community activations included. Mornings have started to feel like a Speed Project relay race: one run leads into another, brands linking up with crews, and your calendar ends up looking more like a marathon than a meeting schedule.
So we leaned into it. This guide highlights some of our favorite running-minded brands showcasing during PFW – both the heavy hitters and the rising stars. Without further ado, lace up and dive in below.
For SS26, we proudly present our Paris Running Week Guide.
Running’s boom isn’t news anymore – we’ve been covering it across both our digital and print platforms for years now. But what’s happening in Paris during Fashion Week is something special. Everyone who’s anyone in the space is showing up to put their best foot forward – collections, collabs, and community activations included. Mornings have started to feel like a Speed Project relay race: one run leads into another, brands linking up with crews, and your calendar ends up looking more like a marathon than a meeting schedule.
So we leaned into it. This guide highlights some of our favorite running-minded brands showcasing during PFW – both the heavy hitters and the rising stars. Without further ado, lace up and dive in below.
| SATISFY If there’s one thing the whole team had their eyes locked on this season, it’s The Rocker. Yes – the shoe developed with Foarms Agency under SATISFY’s new footwear department, featuring that unmistakable forward-rolling energy, is finally landing this summer. We also spotted three spicy new colorways in addition to the already teased trio. The overall collection, while wildly diverse in its tonal range, still holds tight to the brand’s affinity for muted, earthy vibes – grounding the experimental energy in something familiar. But make no mistake, innovation is everywhere: there’s a sharp short-sleeve shirt with an ice pocket cleverly hidden on the back (yes, really), and new textile tech – HeatCrush, a cooling fabric designed to actively lower body temperature; SpaceLace, a breathable flower-mesh with visual intrigue; and a featherlight, UV-protective, silk-touch fabric that might just ruin regular cotton for you. Add in a modular jacket system that feels ready for spaceports or festivals alike, and a women’s line that’s seen a serious upgrade since its debut at last PFW – think cropped silhouettes, bold utility, and a unified palette with the men’s. And of course, merch-lovers aren’t left behind: biker-inspired graphic tees with wild, Americana-infused energy – part rock band, part road trip fantasy. There’s a palpable sense of momentum around SATISFY right now. The team has grown, the ambitions are massive, and though we can’t spill everything yet – trust us when we say: this season marks the beginning of something big. Check out the slides in the gallery and learn more about their upcoming FW25 collection via our previous PFW guide below:
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| HOKA HOKA showed up in a completely new way this season – literally. Their latest showroom took over a fresh space built of glass, concrete, and brick, transformed by artist ZYVA and his studio into something vibrant, energetic, and oddly whimsical. It felt more like a playful installation than a traditional product display, and that spirit carried through into what HOKA had to show. The brand’s push into lifestyle territory is moving at full throttle – so many silhouettes (both new and returning) were on display, we honestly lost count. But here’s what did stick in our minds: the already-previewed upcoming collabs with MAAP and JLAL, both landing this summer; plus a few heavy hitters coming further down the line, including XLIM, John Elliott, and the next round of HOKA × Marni, which we sadly can’t show you yet – but believe us when we say, they go hard. On Thursday night, they hosted an intimate aperitivo-style gathering in the space, with ambassadors, partners, and friends of the brand celebrating Zyva’s exhibition and the growing HOKA universe. What stood out most, though, was how such a major brand still manages to stay grounded – genuinely asking for community feedback, experimenting without fear, and clearly listening. It’s rare to see that kind of humility in a giant, and we seriously hope they keep that spirit alive. Check out the slides in the gallery and learn more about the installation in our upcoming TECHUNTER 10 printed magazine. |
| PAS NORMAL STUDIOS It finally happened – cycling officially rolled into Paris Fashion Week, and it couldn’t have been a more perfect debut than PAS NORMAL STUDIOS. We’ve been quietly hoping they’d be first, and voilà – wish granted. While the technical cycling gear gets a lot of deserved love, what earned PAS its place in this guide is the ever-expanding Balance training collection: a sharp, graphic-heavy line of shorts, shirts, and caps originally meant for cross-training, but now just as loved by runners and everyday movers. Beyond that, we caught sneak peeks of two major upcoming collabs – one with Salomon Trail and another with Porter bags (sorry, no photos allowed… frustrating, we know). Off the bike, the brand stepped deeper into lifestyle territory with a capsule of casual jackets, pants, shirts – and yes, even a skirt. The showroom itself still paid homage to the roots: a clean lineup of performance bibs and jerseys, the just-launched JJJJound collab (sold out before we even walked in), Fizik shoes, Sweet Protection helmets, and one absolute showstopper – a co-branded Colnago bike, limited to 30 pieces, each made to order for €17K. Fun fact: this marks the first time Colnago has ever let a partner rework its iconic logo. To top it off, PAS hosted both a community ride and a run across two days, fully leaning into the future of multimodal performance. Fashion week has never felt so fast – or so fun. Check out the slides in the gallery and learn more about why PAS NORMAL STUDIOS are at Paris Fashion Week in our upcoming TECHUNTER 10 printed magazine. |
| MERRELL 1TRL There’s something almost ritualistic now about our seasonal tour of MERRELL 1TRL with Paul Ruffles – the man steering the brand’s creative direction and, frankly, one of the most exciting minds in the performance outdoor space today. This time, the big focus was on the MTL (Merrell Test Lab), the brand’s pinnacle-performance playground where innovation borders on obsession. Think of it as Merrell’s own R&D dojo – a space where elite materials like Matryx, Vibram, and carbon tech are tested (and stress-tested) with feedback from real-world athletes, all in pursuit of the ultimate trail and mountain footwear for every possible distance, terrain, and pace. Alongside the high-performance innovations, we spotted refreshed colorways and new fabric applications across some of their cult-favorite silhouettes – subtle updates, but ones that quietly elevate form and function. Honestly, the whole collection feels laser-focused and ready for action. We’re already picturing these pieces getting shredded at UTMB cat runs and beyond – and if you're not hyped yet, you will be when they land. Check out the slides in the gallery and learn more about their upcoming FW25 collection via our previous PFW guide below:
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| LITERARY SPORT Some brands shout for attention; Literary Sport simply earned it. We first came across them just a few months ago, but their unique blend of minimalist design and performance precision immediately stood out – a quiet force in a loud market. Naturally, we couldn’t miss the chance to meet the team in Paris and dive deeper into their world. Founded in 2024 in Toronto by M. Bechara and Deirdre Matthews – both avid runners and readers – Literary Sport approaches running apparel like a well-composed sentence: every detail intentional, every choice meaningful. Their debut collection is a focused edit of elevated running garments and adjacent lifestyle pieces, built to support the rhythms of movement with grace and clarity. Silhouettes are understated but sharp, with a refined material palette that includes standout textiles like Japanese nylon and a beautifully unexpected wool-Cordura blend. There's an almost literary restraint to how it all comes together – polished but purposeful, thoughtful but athletic. In a space often cluttered with noise, Literary Sport feels like a clean breath of fresh air. We’ll absolutely be keeping an eye on them – and if you’re into thoughtful gear that supports both form and function, you should too. Check out the slides in the gallery and keep an eye on them for the next season! |
| HOUDINI Sweden’s finest quietly walked into Paris with one of the most technically refined running collections we've seen this season – and if you know Houdini, you know this was never going to be just another performance line. Long respected for their mountain and lifestyle systems, rooted in circular design thinking, the brand brought that same laser-sharp philosophy into running, crafting a modular, highly functional range with a signature Scandinavian touch. Built from the ground up with precision engineering, the collection is a study in balance: wool base layers that regulate and breathe, nylon shorts with just the right weight, Polartec waffle mid-layers for active insulation, and the almost-impossible-to-believe Orange 3L shells – ultralight, waterproof, and so thin you’ll question reality when you touch them. Every piece is designed for movement, with obsessive attention to packability, comfort, and flow. Just weeks before landing in Paris, we were with the Houdini crew, fresh off mountain testing in Norway’s rugged Romsdalen terrain, fine-tuning every stitch against real elements. We’d love to tell you more – and we will – in a special feature for TECHUNTER’s upcoming 10-year anniversary print issue. Until then, consider this a quiet nudge to start paying closer attention. Houdini isn’t just playing the game – they’re rewriting the code. Check out the slides in the gallery and read out latest conversation with Eva Karlsson from Romsdalen Academy below:
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| HERMANOS KOUMORI It’s always a thrill to see Latin American brands stepping boldly onto the global performance stage – and Hermanos Koumori is doing it with serious heat. Born in Mexico, but produced across India, China, and Japan, the brand blends cultural depth with technical range, and it’s already made waves: their collaboration with adidas (yes, including that ULTRABOOST 5 capsule) set the tone last season, and now we’ve had a sneak peek at the next chapter of that collab – though, frustratingly, we can’t share images just yet. What we can tell you is that their upcoming SS26 collection is wild in the best way – designed for full-spectrum, 24-hour movement across men’s and women’s lines. Think high-cut, laser-cut cropped shirts, graphic-heavy layers, futuristic cargo tights, and a range of accessories that add punch without compromising performance. There's a controlled chaos to it all – eccentric but engineered. Hermanos Koumori is clearly not just here to participate. They're building a world, and by the looks of it, we all might want to move in soon. Check out the slides in the gallery and keep an eye on them for the next season! |
| SOAR If there’s one brand that’s consistently rewriting what performance running can look like – and feel like – it’s SOAR. Back in Paris for their second season, they showed up swinging with an SS26 collection that’s louder, bolder, and more unpredictable than ever before. Inspired by Tim Soar’s own archives, we spotted sublimation-printed tees featuring surreal imagery like a flight jacket MA-1 bomber (yes, on a running shirt – why not?). Add in signature graphene-lined singlets, silk-touch fabrics & even more natural material for a summer running, women’s cropped tees, and psychedelic gradients colliding with safari camo, and it’s clear they’re not following anyone else’s playbook. Even the accessories are evolving – with sleek hydration pieces and a hint of techwear. Oh, and did we mention the ProtoLab’s wildest output yet? Proper. Denim. We'll let that sink in. The upcoming Altra x SOAR collab – first teased last season – is also nearing release, and from what we’ve seen, it’s going to be a serious hit. To top it off, we teamed up with the SOAR crew for a perfect Friday in Paris: a hardcore Progression run at sunrise, followed by the annual Summer Tunes party at night – a proper celebration of gear, grooves, and the weird joy of pushing limits. Hit the link to see what went down – and keep an eye on SOAR. The innovation never stops.
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| ALEX ZONO Some brands make great products. Others create entire atmospheres. And then there’s Alex Zono – a full-on vibe wrapped in movement, culture, and positivity. Founded in 2022 in Cape Town, South Africa, by Alex Zone himself, the brand might be one of our favorite newcomers this season – not just in running, but across the whole board. When we asked Alex to define his vision, his answer was simple and perfect: "running human." You probably know him already through the now-iconic “I Dig Running” and “Running Loves You” caps, but this Paris showing marked his second full apparel collection – and it brought serious heat. Playful yet purposeful silhouettes built with story-rich fabrics: waxed cotton, pigment-dyed materials, handcrafted textures from India, and a palette directly lifted from the wildflowers of Cape Town’s national park (come on). Apparel is proudly made locally in Cape Town using native wools, while accessories are produced in China – a blend of global practicality and local soul. It’s a collection that feels alive – with deep roots and wide reach. If Mexico showed us that global running design is shifting, then Cape Town just announced itself as the next creative capital. As Alex says, “Running is your best friend,” and honestly – we couldn’t agree more. AZ Running Club, we see you. Check out the slides in the gallery and keep an eye on them for the next season! |
| LI-NING x NINEPOINTNINE As our global running circuit made its way through Paris, it was only right that China had a strong entry in the mix – and the Li-Ning x NinePointNine capsule didn’t disappoint. This special-edition trail running collection brings full-throttle performance energy, engineered for the toughest terrains with a no-compromise attitude. Designed with elite-level features, we saw high-tech footwear loaded with carbon plates and dual BOA closures for precision lockdown, paired with articulated tops and outerwear built from advanced membranes and reflective-heavy paneling – the kind of construction you can stare at for hours and still find new seams and surprises. The visual language is just as striking, with black, silver, and zesty orange threading through the collection like a pulse – a color palette that feels both tactical and energetic. With shorts, accessories, and more rounding out the range, this drop looks like a serious contender for those who like their gear fast, fierce, and future-facing. The collection hits shelves soon – and we’re eager to see how it performs in the wild. Trail runners, take note: China is officially in the chat. Check out the slides in the gallery and keep an eye on them for the next season! |
| KLATTERMUSEN Another proud Swedish powerhouse, Klättermusen has been quietly mastering the art of outdoor gear for over 50 years – and now they’re proving their precision-driven approach extends flawlessly into running. Their recently unveiled running collection is a masterclass in thoughtful design: waterproof jackets with cleverly placed membrane panels covering just the essentials (because sometimes you don’t need full coverage), loose, airy shorts, and uniquely crafted caps – all drenched in the brand’s signature muted, nature-inspired color palette. Every piece is ultralight, technical, fast-drying, and ready to weather any storm. Their Trail Running Collection captures this ethos perfectly – gear that doesn’t confine you but expands your possibilities. Whether you’re darting through a quick forest loop or unexpectedly chasing miles deeper into the wild, Klättermusen has engineered each item to be featherlight for speed yet rugged enough for all-day adventures. This is equipment for those who see every distance as an invitation – not a limitation. Check out the slides in the gallery and keep an eye on them for the next season! |
| DISTRICT VISION We’ve been longtime fans of District Vision – their lenses are basically the gold standard, and every new season feels like unwrapping a gift, even when it’s with styles we already know and love. This season’s SS26 dropped in a stunning new showroom bathed in natural rooftop sunlight, perfectly spotlighting every sleek frame. A fresh detail caught our eye: a new green logo patch set to appear on all future products (fun fact: the classic DV logo was designed by Filip Pagowski, the Polish artist behind the iconic Comme des Garçons Play heart!). Production is spreading, with new lines coming from Japan and Korea, plus an eagerly anticipated collaboration with The North Face that’s already stirring up buzz. And here’s the cherry on top – or rather, the second-floor secret – a groundbreaking special project unveiled by the team: no-frame lenses with magnetic nose pad attachments, made exclusively for DV athletes competing at the World Athletics Championships in Tokyo 2025. Think of it as the F1-level tech of eyewear, with hopes it might one day hit the public market. Fingers crossed! Check out the slides in the gallery and learn more about their upcoming FW25 collection via our previous PFW guide below:
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| ARC'TERYX Sometimes the best discoveries are unplanned – like when we dropped by the Veilance showroom expecting to scout new apparel pieces for our printed feature, only to stumble upon the brand-new Arc'teryx SS26 footwear collection on full display. Highlights include fresh updates to the Sylan 2, Norvan, and Conseal models, now available in some seriously tempting new colorways that blend technical edge with sleek aesthetics. This find felt like the perfect complement to our recent deep dive at the Arc'teryx Portland Creation Center, where we got the inside scoop straight from the team about the present and future of their footwear direction. For the full story – and a closer look at what’s coming next for the Bird – read it in our latest TECHUNTER 09 print issue!
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| SAUCONY SILO Another season, another deep dive with the inimitable Paul Ruffles – and this time, it’s all about Saucony SILO, his other design brainchild alongside Merrell 1TRL. First previewed in Paris last season and slowly rolling out to select retailers now, SILO represents the pinnacle of Saucony’s experimental spirit: classic silhouettes reworked through a sharp, contemporary lens, pairing archival forms with futuristic materials and limited-edition colorways. This season, the line evolves further with a bold refresh – new shades, refined details, and standout pieces like the Endorphin Pro 5S, plus a sneak peek at what’s next (yes, GORE-TEX is in the pipeline for FW). It’s exciting to see heritage footwear brands like Saucony getting increasingly comfortable collaborating with the creative community and pushing the boundaries of design. If SILO is any indication, this is a trend we hope sticks around. Check out the slides in the gallery and learn more about their upcoming FW25 collection via our previous PFW guide below:
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| ROA You might be wondering why ROA is on this list – but with each season, their SELLA runners get sharper, and the industry is starting to take notice. So much so that some major footwear brands are reportedly hesitating to collaborate, seeing ROA as a direct competitor in the performance space – a very good sign. The SELLA, named after the Dolomite mountain range, combines breathability and lightweight structure with Vibram®’s Traction Lugs and Ecostep recycled compound for superior grip and rebound. A split EVA midsole and one-piece woven Texon upper add to its technical edge, making it one of the more exciting silhouettes on the mountain-to-city spectrum. On top of that, the brand’s apparel line is undergoing a bold transformation under new creative direction – more energy, more movement, more athletic ambition. We saw laser-cut singlets, performance tights, nylon shirts and jackets, poly base layers, and a color palette that adds real punch to ROA’s signature aesthetic – all hinting at a new, sportier chapter. And to top it all off, the upcoming Minaar SPD is finally landing – the cult silhouette reengineered for cycling with SPD-compatible cleats. We’ve waited long enough – now ROA’s pedaling into a whole new lane. Check out the slides in the gallery and learn more about their upcoming FW25 collection via our previous PFW guide below:
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| ROSE BIKES Not a running brand per se, but we wanted to give a moment of appreciation to ROSE Bikes and Flat Fields Agency for keeping us moving during Paris Fashion Week – literally. With more events, more showrooms, and more meetings than ever, their support helped us save precious energy (and time), proving once again that commuting by bike in Paris isn’t just viable – it’s becoming essential. Fitting, considering cycling as a sport was born here. And with more cycling brands showing up this season than ever before, the momentum is real. We’re fully behind it – and crossing our fingers that this two-wheeled wave only gets bigger. |
It’s both fascinating and a bit surreal to see how these young and heavyweight brands are coming together in Le Marais – having meaningful (and sometimes meaningless) conversations about the outdoors, running, cycling, business, and life in general – while just a few blocks away, near Opéra and the Louvre, the big fashion shows roll on: designer names, catwalks, elite models, movie stars, and all the traditional spectacle.
This intersection – between performance and prestige, movement and luxury – is exactly what we’re exploring in more depth via our research article for the upcoming TECHUNTER 10 printed magazine. We’re asking the questions behind the moment: Why is this shift happening? What does it mean for the sportswear and fashion industries? And why is Paris the center of it all?
This intersection – between performance and prestige, movement and luxury – is exactly what we’re exploring in more depth via our research article for the upcoming TECHUNTER 10 printed magazine. We’re asking the questions behind the moment: Why is this shift happening? What does it mean for the sportswear and fashion industries? And why is Paris the center of it all?
Read more soon, and until then, scroll through some of our previous reports and PFW guides via the links below.
The lines are blurring, and we’re here for every step.
Article and images prepared by TECHUNTER Magazine.*
Words, photography: Alexander Zabelin [THM].
Insights, assistance: Erwan Le Bris, Maria Holubiatnykova, Maksim Kiliacci.
*All images above, as well as those on every page of this website, are the property of TECHUNTER Media and may not be used, reproduced, or distributed without explicit permission from the source.
The lines are blurring, and we’re here for every step.
Article and images prepared by TECHUNTER Magazine.*
Words, photography: Alexander Zabelin [THM].
Insights, assistance: Erwan Le Bris, Maria Holubiatnykova, Maksim Kiliacci.
*All images above, as well as those on every page of this website, are the property of TECHUNTER Media and may not be used, reproduced, or distributed without explicit permission from the source.
