Playful running brand from Cape Town with a DIY feel
Running hats, gloves, socks and t-shirts
alexzono.com and selected retailers worldwide with prices ranging from $28 – $236
At this point, you’ve probably seen one of your favorite runners wearing one of his cult-favorite items, but what makes designer Alex Zono’s work stand out isn’t just the designs, it’s the thought behind them. He doesn’t create with a brief or a trend in mind. For him, the brand has always been less about hype and more about connection to materials, stories, and people. In an industry that often feels over-designed, Alex brings something slower and playful. Pieces that work hard and feel lived-in from the start.
Although Alex studied textile science and interned at labels in London and Cape Town, the spark to start his brand didn’t come from a career plan. It spawned from the sentiment that garments accumulate meaning over time.
We spoke with Alex Zono about the ethos of his brand and the inspiration behind some of his most iconic items.
BITR: How did you get into running?
Alex Zono: I was really into surfing, and I started running when the waves were flat. Then, I joined a triathlon team at university, but I quickly dropped swimming and cycling. Running just clicked.
BITR: Can you tell us about the early stages of the brand? What pushed you to make your first pieces?
Alex: I love it when clothes kind of get worn, and you get this sentimental approach “The t-shirt I wore when I did that long trip” or “This hole is when I fell over on this mountain,” but most running gear was all black and pretty boring.
It was also the feeling of being in nature, and I’m running a lot with these plastic things. I had access to silks, cotton, and hemp, and I thought, “Why don’t I start just seeing what I can do?” I made myself a pair of silk running shorts, started wearing them to my group runs, and people asked, “What are those?” Then, it slowly evolved into making more things.
BITR: What was the inspiration behind the hats?
Alex: The hat came from wanting to make something that doesn’t require sizing. Something men and women could wear, something you could use for runs or just day to day. The phrase “I just dig running” came from me trying to explain why I do 50Ks. There’s no deeper answer. I just enjoy it. That became the vibe. The trucker hat shape fits that, too; it’s functional, yeah, but also casual. Most of the time you’re not doing a hard workout. You’re just out there, easy running, enjoying the morning. That’s the tone I wanted to hit.
BITR: The stitching and the font on the hat are unique
Alex: That was intentional. I wanted it to feel like something your grandmother gave you. Something human. The stitched text is supposed to feel DIY, like you did it yourself. The brand is all about that balance: effort, sentiment, simplicity.
BITR: And the knit gloves?
Alex: The inspiration was a mix of things, Teenage Mutant Ninja Turtles, Star Trek, and lobster gloves. But mostly, I wanted to bring craft into running. The gloves are hand-crocheted. I work with a local woman who makes them. But they’re not just for runners. My mom and sister always crew for me at races. They’re freezing at 6 a.m., standing at the aid station. I wanted to make something for them too. The gloves are as much about community as they are about performance.
BITR: But always sold out.
Alex: Yeah, it’s tricky. She works at her own pace. Sometimes, I’ll get 20 pairs in a week; other times, it takes three months. But that’s the point. It’s real. It’s not mass-produced.
BITR: Your style feels very distinct. How do you describe it?
Alex: Sentimental, whimsical, DIY. I want people to feel connected to the pieces, to keep them, pass them down. In Cape Town, a lot of runners don’t buy new gear—they just wear their last race shirt until it falls apart. There’s this unintentional creativity in how people adapt their clothing. Cut sleeves, altered fits. That DIY mentality really influences me.
Alex is currently working on additional apparel, including half-tights, hoodies, and new silhouettes. Despite the expansion, the philosophy hasn’t changed. The pieces are more refined, but the soul stays the same, hand-drawn, sentiment-first, stitched with care.
And maybe that’s what makes Alex Zono’s project resonate. It’s not just a running brand. It’s not even just a fashion brand. It’s a way of looking at running through a different lens, one that values the slow builds and the weird little artifacts we collect along the way. It reminds us that you don’t need a reason. You just dig running.
To check out his current collection and pick up a piece of your own, head over to alexzono.com.
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Alfredo is a runner, writer, creative director, and cultural analyst based in Berlin. After years as a casual runner, his move to Berlin transformed his running into a vital practice for mental health and a source of tranquility during cold, early morning runs. His interest in clothes comes from uniforms and sportswear, combined with a love for innovation and research—which might explain why he meticulously charts his winter running gear.
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