Lately I’ve been trying to get my sh*t together. That means less oreos and more exercise. In my struggle to get fit I’ve noticed that athletes like their fashion. And recently I’ve started noticing a trend in my gym: sleeveless hoodies. My first thought: why? Well either out of genuine curiosity or ab-workout-procrastination, I researched the brand that everyone seemed to wear. It’s called Freak of Nature, and it’s doing a campus giveaway.
FON apparent has a community of “beasts”, AKA athletes who are loyal to the brand and love to share their get-swoll progress. Pretty much every time I see someone rocking a FON hoodie at the gym, they’re doing some badass, intense workout (in other words, workouts that terrify me and my noodle arms).
I’ve always wondered why athletes wear self-altered clothes with cut sleeves and whatnot, but it’s apparently for comfort. The hood mostly just looks cool and helps them focus. No outside distractions, just you and your workout.
During my intense procrastination “break” (more like I did cardio for 30 minutes so I’m done for the day), I learned a few things about FON. 3 years ago, its co-founder decided to cut the sleeves off one of his hoodies. Keeping the hood helped him stay focused on his workout and the look gained a lot of attention.
Jason Strayhand is a bodybuilder, a trainer–not a professional businessman. He sold the first few ripped hoodies from the trunk of his car and used a local print shop for the design. Eventually, the demand was huge. Since 2012, FON has sold over 20,000 hoodies and now makes sweatpants, joggers and hats.
After 2.5 years, FON has $0 debt and $0 marketing budget. The guys who own it are basically just gym junkies who sell FON apparel as an on-the-side job. As for marketing, their loyal Beasts are enough.
Check out their Instagram (@fonbeast_) and you’ll find reposts from dozens of social media personalities who love to represent the brand. People like @iamnayfit and @buffbunny proudly call themselves #ladybeasts and show that FON is a community, not just a brand.
Lucky for me, the ripped hoodie still looks pretty badass when you have no muscles. Click here to check out their site and become a part of the FONBeast community with your own ripped hoodie.
