LANE5 develops and manufactures technical apparel specialised for canoe and kayak sports. What led you to enter this field (to keep it sport-relevant)?
We wanted to create apparel that is comfortable, functional, and sporty, and that also stands its ground in the world of fashion. We place great emphasis on achieving a balance between aesthetics and performance; this is why our current focus is on team and club kits with a cohesive design.
How do you compete with large global manufacturers? What makes your products stand out?
Our strength lies in tailoring our patterns to the specific movements and requirements of each sport. This can vary from one discipline to another, although there are overlaps and similarities.
Could you tell us a bit about your workflow? How are your specialised sports garments made?
During the production process, our graphic designer creates a visual concept based on custom needs, which is then adapted to the garment pattern and sent for printing. The graphics are applied to the fabric using sublimation printing, after which the material is laser-cut and finally stitched together to achieve the finished product.
Which sports clubs are you currently working with?
Currently, we regularly produce club jerseys and trousers for around 50 canoeing and kayaking clubs. We have also created apparel for the German national dragon boat team and the United States canoe and kayak team. In addition, Danish kayakers and British dragon boat teams have also placed orders with us.
What has been particularly significant for you in recent years?
One of our most notable professional achievements in recent years has been that the United States national canoe and kayak team represented their country at an international competition wearing our technical apparel. This is a clear validation of the international quality of our products.
Why did you apply for the mentoring programme?
We saw it as an excellent opportunity for growth and for building professional connections.
What have you found most useful from what you learned during the mentoring programme?
We found the one-to-one conversations particularly useful, especially regarding web development. But one of the most important takeaways for us was clearly how much depends on a consciously developed marketing strategy.
Are you planning to expand in terms of production volume, target markets, and sports?
Although we have already made progress in terms of sports, our goal is to become recognised across as many sports as possible. We make jerseys and shorts for volleyball players. We also outfit athletes, and our clothing is worn by runners, hikers, sailors, and SUP competitors. We have even been approached by extreme sports teams—for instance, one team preparing for an OCR competition wanted to compete in custom-designed apparel.
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