Founded in 2022 in London by Fraser Gough. A brand rooted in the belief that discipline in consistent habits fosters the performance in fitness. The core of 28 has grown into cultivating not only a club but also individuals and the strengths that they hold. Building unity amongst those that share the same mindset and visions with a symbol.
We capture the raw, unfiltered beauty of sport, translating it into our brand ethos and weaving it through every product we create. The aim to leave behind a source of visuals, messaging and products that will play a role in ones growth and story.
"Our great mistake is to try to exact from each person virtues which he does not possess, and to neglect the cultivation of those which he has."
I want to highlight the beauty of surrounding yourself with a team of aligned, like-minded individuals. There’s incredible power in putting yourself in these environments—it can reshape your mindset and transform your perspective. I want my 28 community to embrace this idea and apply it to their own lives and the people they choose to have around them. I want them to feel that fire inside that is lit when you stand around others that challenge your capabilities. I want this to be tied to the 28 logo. A customer messaged me, saying this reminded them of the movie Fight Club—the rawness of standing shoulder to shoulder with other men, all searching for purpose, fighting with and for each other. With a pinch of salt i felt this narrative hit exactly what i wanted. It is that fire that sits in all of us, it just needs to be brought out sometimes.
Fraser Gough