About

28 was founded in 2022 in London by Fraser Gough. Built on the belief that discipline, practiced consistently, shapes performance in training, in mindset, and in life. Demonstrating the power found in shared struggle and achievement, with one another.

What began as a small club has evolved into a global movement. A collective of individuals connected by shared standards, effort, and respect for the process. Building their own communities, carrying the logo on their back. A number defined by constant repetition.

We capture the raw, unfiltered beauty of sport through our lens and express it on our own terms.

Every piece is designed with purpose. Refined through use, informed by sport, and grounded in restraint.