Hey Chris, how are you ? where are you at the moment answering theses questions ?
I'm good thanks. I'm at my desk in my make-shift office (in my bedroom) at home in Blackheath, London. The sun is shining and it's my favourite kind of weather outside; clear, sunny, and cool. I would ordinarily be at my desk in the studio in Peckham.
"My make-shift office during lock-down –set up in my bedroom. The drawers on the right we’re designed and made for me by a really cool furniture designer called Dean Edmonds. We’re also in the middle of decorating our house (hence, bare walls)."
"Shoe boxes piled up while my wife and I are renovating our house. These are usually hidden under beds. "
"I have this thing with hats"
Could you describe what you do and what is COMMISSION studio ? Who do you work for and with whom?
I run Commission Studio with my business partner David. Commission is a graphic design studio that specialises in branding. We work on all kinds of branding, but we especially love working with fashion brands. David and myself are very hands on. We're still designing and working on projects directly, but we also creatively direct the team. There's nine of us at Commission in total.
We do a lot of work with the LVMH group and a variety of their brands, namely RIMOWA, Fenty, and – historically – DKNY. Outside of that we do a lot of identity work with smaller businesses who are making or selling products that interest us directly.
You’re a creative, that’s your day-to-day job but most of all you’re a “bon vivant” from natural wines and food to great furnitures you take great care and attention about everything you do or possess. What part does the running activity plays in this “epicureanism approach” or way of living ?
A 'bon vivant'!, ha! No one has ever called me that before, but I like it. I like running because it's one of the only times I can switch my mind off from everything. So much of what I worry about is bullshit to be honest. Most of what I'm interested in is unimportant in the cosmic scheme of things – very silly things to actually be worrying about. Also, I do one of the least physically demanding jobs in all the world and on top of that I'm really interested in nice wine and food! So running is the least I can do for myself to get a pinch of physical activity. It’s also easy to fit it in around life. I like going first thing in the morning between 5.30AM and 6AM. I went for a 5K this morning at 5.45AM.
"My run goes past my favourite pub – The Hare and Billet. It’s a reminder of why I need to exercise!"
"Another reminder of why I need to run – I drink too much natty wine."
"Part of my regular running route. This is the church on the heath and is next to the start point for the London Marathon. "
When did you start running, what made you started doing it more often ? Did you had a goal in mind at first ?
I've been running (on and off I must stress) for about 10 years. I started because it was the most convenient way to do some sort of excercise – it's not tied to a schedule, weather, or terrain. And it's free. I didn't have a goal, I just got going.
Favorite running gear ? In which shoes are you running ?
I’m a sucker for gear so I’ve obviously dabbled in Gyakusou, S Lab and the like, but in truth the stuff I wear most is the basic Nike gear. Stuff I’ve worn and worn. It just works. Sometimes with the more experimental, directional gear it doesn’t always work – it’s an experiment. Which is fine. But with mainline Nike stuff you know it’s been product tested within an inch of its life. They don’t make product mistakes at that level.
"I’m a proper gearhead, so I have of course indulged in experimental and directional running kit. It’s all been OK, but I’ve always come back to mainline Nike favourites. This jacket is incredible and is detail packed and just won’t quit. I’ve tried to lay it out in a way that you can see all the details: a double layered sleeve with thumb holes that can also be transformed to cover the hand like a mitten. Also good for wiping your nose on and hiding it! It has a silicone grip at the hem to stop the jacket riding up. It has a handy breast pocket and hidden key pockets within the side pockets to stop them moving while you run. It has a detachable double layered hood with a hidden snood inside that also doubles up as a face mask. I’ve seen all these details on other garments before, but never found another with all of them on one piece. In theory it sounds like too much, but it’s all so functional. It’s the perfect jacket for most of the year here in the UK"
Shoe wise I’ve had Brooks, Nike, and Saucony down the years, but I’ve settled on HokaOneOne over the last couple of years. I’m a bigger guy and they give me the stability I need and the fit is great. I’ve enjoyed the Speedgoat and Mafate, but think the latter is my favourite. I really want to try Topo Atheltic shoes next. I hear the last is very similar to Alden’s Modified Last (dress shoes I’m particularly fond of that I source from Anatomica in Paris). So the heel is snug and secure, the arch is high, and the toe box has lots of room. Way more anatomically correct.
"My favourite running shoes, the HokaOneOne Mafate"
Tell me the sport thing you’ve done that you’re the most proud of ?
After 10 years of aimless running I finally decided to do a half marathon last year and I really enjoyed the build up to that. I trained properly and built up my distance and remained injury free all year. I didn’t really enjoy running the marathon (too many people! I always run on my own), but the sensation of finishing it was really something. But I’d say the training was what I was most proud of - sticking to the plan and reaching the goal. I walked the National Three Peaks in between training which I probably feel more proud of as an achievement – walking the highest mountains in Scotland, England, and Wales in 24hrs. The mountain walking is fun, but the car travel is a leg killer!
Do you honestly think it directly boost your creativity? It can be a no – we’re not promoting running here (not too much), I say that because lots of runners can experience the “runner’s high” during the practice efforts, but myself, have experienced a post-run amazing feeling, just walking after a great run and that’s the moment when ideas can show up organically and the mind is really receptive to it.
As a creative your mind is always on, always thinking, even during mundane tasks. I find it hard to watch TV or film sometimes as I’m so easily distracted. I may actually get an idea inspired by the film – so then I’m not watching the film but thinking of the idea it’s given me.
I actually like running as a creative break. I don’t really think about anything during running – just doing the thing. My mind is empty. A prominent art director once said he loved pornography because it was the only time he could switch his mind off completely – when he was just mindlessly watching people fucking, ha! I think running does the same for me. It creates a void… a space.
You with David (McFarline) and the whole team at COMMISSION STUDIO designed our new branding identity, could you tell us a bit more about how did that happened and some of the inspirations behind it?
We wanted DISTANCE to be a little more unusual than other running stores. A few new emerging athletic brands are all looking quite polite these days and we definitely didn’t want that for DISTANCE. We wanted to give it attitude and freedom and energy. We’ve always loved this idea of taking something so immediate and spontaneous such as a doodle and elevating it to something quite precious and important such as a logo. We’ve had the idea for a while and DISTANCE seemed like the perfect place to do it. The squiggle represents spontaneous movement, but could also be a path or a road. It means a few things. The logotype is a little more old school in its sporty industrial feel. We wanted something that felt very sturdy next to this spontaneous squiggle.
Could you explain the equal sign meaning on the DST logo
That’s a little hidden meaning! The formula to calculate Distance is Distance = Speed x Time. DST. Which fortuitously works as shorthand for ‘DISTANCE’ too.
Your favorite spot for running in London ?
I love my local area, Blackheath. It has a huge expanse of green common land in South East London and it’s also right next to Royal Greenwich Park which has deer, rose gardens, and a little lake as well as the Royal Observatory (which the prime meridian passes through – the home of Greenwich Mean Time) . When I do a 10K run I get to run around the whole heath and the park too. It’s a really pretty run.
"The road through Greenwich Park at around 6AM – this leads to one of the best views in London!"
Any other running aficionados you would love to see in this series of interview ?
I wonder if Ramdane Touhami is a runner? Alexandre Arnault – he loves running. Or Ian Rogers from LVMH too.