Inside the Hermanos Koumori Studio (And a Q&A with the Founders)

Studio Photos by Uriel Zambrano

The Evolution of a Mexican Running Brand

For seven years, Hermanos Koumori has been redefining running apparel in Mexico. Founded by Alex Leon and Alex Sandler, the brand has evolved from a streetwear-inspired project to a performance-focused name recognized globally. 

Their performance line and the popular “Post Running High” program are staples every season. The brand already has collaborations with Adidas, Awake, and an ongoing seasonal drop with New Era. This year, they will release their biggest collaboration yet with Adidas.

The new Spring 25 pieces include a wide range of products with modular cuts, lightweight fabrics, cotton, ultra-lightweight and breathable designs, and a new colorway for training essentials.

The Studio: A Local Base

On the border of the Doctores neighborhood in Mexico City, a place that during the ’90s was considered the epicenter of stolen auto parts, lies an old factory that has been repurposed and now houses some of the most interesting projects in design, architecture, and urbanism. In this ecosystem is where Hermanos Koumori found a home, a space that serves as an office, meeting room, research lab, and showroom. This is where they design not only clothing but also campaigns, graphics, and every idea that bubbles up to the surface.

We visited the space to discuss their journey, the challenges of growing a fashion brand in Latin America, and what’s next for Koumori.

The Beginning

BITR: Let’s start with the basics. Who is behind Hermanos Koumori, and how did this all begin?

Alex Leon: The co-founders are Alex Sandler and me. We met through a mutual friend about eight years ago at an entrepreneurial event. We each had different projects back then, but I had always wanted to start a clothing brand. I was more into the graphics side while Alex was studying economics and had a good sense of style. That was a good combination. So, one night, I called him and said, “Hey, do you want to start a clothing brand?” He said, “Sure.” We were young, naïve, and just went for it. Since then, it’s been trial and error.

BITR: Koumori started as more of a lifestyle brand. Now, it’s performance-driven. What led to that shift?

Alex Sandler: Like any person or project, we’ve evolved. Initially, we wanted to make streetwear, but over time, we realized what we truly cared about. We both love running, and it just made sense to go in that direction. The shift happened naturally. We constantly ask ourselves, “What kind of brand do we want to be? What kind of products should we create?”

Alex Leon: We also noticed a gap in the market. Five years ago, few brands focused on high-quality performance apparel in Mexico. We had a chance to be pioneers in that space. Running made sense because it’s honest. If you’re a runner, you know what you need.

Defining Moments

BITR: Were there any defining moments that pushed you?

Alex Leon: Yes, the launch of our Post-Running collection. At the time, we were thinking a lot about what people wear after they run. But the big push came when we saw our products being worn by real runners. We thought, “If people trust us for post-running, why not make gear for the run itself?” That realization changed our entire approach.

BITR: How would you describe the essence of the brand?

Alex Leon: The premise is that any decision made for performance must have design, and any decision made for design must have performance. Our style is for someone who wants to be comfortable but still have a strong identity. We aim to offer the same quality as global brands we admire but with a contemporary Mexican touch—a balance between natural and technical, technology and lo-fi aesthetics.

Our style reflects not just us but also our entire studio. It’s interesting because when I run, I want to look like an architect, but when I’m an architect, I want to dress like a runner. That duality defines our aesthetic. When I dress daily, I want a running-influenced piece, but when I run, I want something with a lifestyle feel. It challenges conventional categories.

Challenges of Building a Brand

BITR: Mexico isn’t necessarily known as a fashion hub like Europe or the U.S. Has that been a challenge?

Alex Leon: Building a brand in Mexico is ten times harder than in Europe or the U.S. The market is different, trends take longer to reach people, and economic realities make it tough. Pricing is a big factor. You can’t just launch a product at European price points and expect the same reaction. You also face skepticism—if you look too global, locals won’t buy; if you look too local, you don’t get global recognition. It’s a delicate balance.

Alex Sandler: Also, manufacturing is more complicated. We can’t just source the same way brands do in the U.S. or Asia. Many factories don’t have experience making high-tech running apparel. We had to search for suppliers who could meet our standards, which took years of trial and error.

BITR: Despite those challenges, Koumori has gained international attention. How do you see yourselves in that space?

Alex Sandler: We always wanted to represent Mexico on a global level. We saw how brands from different cities had their own identity. We wanted to be that brand. At first, we focused more on international growth, but now, we also want to strengthen our presence in Mexico. The local market is essential. We’ve realized that people in Mexico are starting to appreciate high-quality, locally-designed performance apparel, and we want to be at the forefront of that movement.

BITR: How do you balance creativity with business?

Alex Leon: That’s one of the most complex parts. There’s always a tension between making something artistically exciting and profitable. Our approach is that I focus on the brand and product while Alex ensures we’re financially sustainable. We trust each other’s instincts, and that’s why it works.

BITR: Tell me a bit about your release cadence. You present seasonal collections but release pieces gradually, right?

Alex Sandler: Yes, we’ve been refining our approach. Over time, we’ve learned more about timing and strategy. We’re moving towards structured seasonal collections: Spring/Summer and Fall/Winter.

Alex Leon: We’re also very reactive. We have our core seasons, but unexpected opportunities arise—significant collaborations, events, or niche projects. Right now, we have for sure: Spring, Summer, Half Marathon, Marathon, Fall, and Winter. We used to do almost 30 collaborations every year. Now that we’re working with more prominent brands like Adidas, we must be more strategic. Still, we love collaborating with smaller projects—cafés, florists, creatives—things that feel right. But our foundation is those main seasons.

The Future

BITR: What’s coming this year for the brand?

Alex Leon: We’re expanding. We want to end the year with six physical stores. Right now, we have three. We’re also working on two major collaborations with global brands. Plus, we’re organizing our first-ever Koumori race. That’s huge for us. It’s not just about selling clothes; it’s about building a community of runners who connect with the brand.

BITR: You’re also refining your collections. What’s your favorite piece from the new season?

Alex Sandler: The new shirt. It’s both technical and stylish, which is what we aim for. It embodies our philosophy of merging high performance with a strong design identity.

Alex Leon: The Performance Tee is a favorite of mine. It’s simple, but the fabric and fit are perfect. It’s the kind of product we didn’t see in Mexico before. We spent a lot of time sourcing the right materials, ensuring that they had the same feel as what global brands offer. People who try it understand why we put so much effort into it.

You can check out more of Hermanos Koumori and pick up pieces from their SS2025 collection at the link below.