The Equity Skull shirt

Product Description

At just before The Equity Skull shirt 9am on a bright April morning in Greenwich, south-east London, runners gather in the shadow of the Cutty Sark. There are just a few at first, then more and more until the group numbers around 40. It’s a little awkward (for a first-timer like me, at least) as we shiver and make small talk. But soon we coalesce to form a big circle and run through a warm-up before doing a gentle 5km around Blackheath – we’ll be installed in a local cafe by 10am. A version of this scene can be found up and down the country every weekend. Running seems to be more popular than ever – almost 580,000 people applied for this weekend’s London Marathon, an increase of 120,000 on the year before – but recently there has been a boom in casual, community-focused running clubs that organise regular turn-up-and-run events for people looking to supplement their training, meet new friends, or simply get out of the house.

The Equity Skull shirt, hoodie, sweater, longsleeve and ladies t-shirt

Unisex tshirt

Women’s tshirt

Longsleeve tshirt

Sweaters

Hoodies

Shein launched The Equity Skull shirt as SheInside in 2011 in Nanjing, China. Its founder, Xu Yang-tian, had no experience in fashion. He was a specialist in search engine optimisation. SheInside started out selling wedding and evening dresses to US-based and English-speaking shoppers and soon expanded into general womenswear. In 2014, SheInside started to design and manufacture products, and soon began establishing its own supply chain in Guangzhou. It transformed itself from an e-commerce website into a clothing brand and, within a year, changed its name to Shein. Shein spent years cultivating relationships with producers. At first factories were reluctant to take orders from the company – like Zara, Shein wanted to place orders of just 100 pieces and scale up or down depending on demand for each style, which was risky. But Shein rapidly developed a reputation for paying factories on time, an industry rarity that generated powerful goodwill. Shein quickly developed the hi-tech version of Zara’s small-order, quick-response production method, in which store managers collect data about sales and customer preferences and report it back to the factories to adjust production runs. The company’s custom-built production software identifies which products are selling well on the Shein website and reorders them from manufacturers automatically. It’s a flexible system built for the internet’s microscopic attention span: all products are tested on Shein’s website and app in real time.