As running matures into a full-fledged culture, one of the movements currently gaining attention is the rise of indie brands. With their unique approach to product design—distinct from that of major sports brands—these brands are attracting keen interest from runners who are particular about their gear.
In that context, runners who love trying out the latest trends should definitely check out WILD TEE, a trail running brand based in Milan, Italy.
〈Wild Tea〉 is "Reconnect with your Founded in 2015 with "Nature" as its concept, the brand offers products that blend functionality that satisfies even serious runners with sophisticated, Italian-inspired graphic design.
Furthermore, the brand is known for its strong commitment to sustainability, as evidenced by its membership in the environmental conservation group “1% For The Planet.” The brand was also featured in the running event “BEAMS SPORTS featuring WILD TEE ‘ONE CAN RUN HOUR,’” hosted by BEAMS SPORTS on February 6, where it garnered significant attention.
In response to growing interest from Japanese runners, the brand held its first-ever pop-up store in Harajuku, Tokyo, from February 26 to March 2. We spoke with founder Filippo Canetta and his son Claudio Canetta, who serves as creative director and visited Japan for the event, about the brand’s origins and concept.
Left: Claudio Canetta (Creative Director, Wild Tea)
Right: Filippo Canetta (Founder of Wild Tea)
We incorporate our experience from grueling races into our manufacturing.
The brand was born out of Filippo’s own experiences as a runner. He began running to relieve work-related stress and eventually became deeply immersed in ultra-trail racing, participating in grueling races around the world, such as the Sahara Marathon, the Western States, and the UTMB. During this time, he realized that “there was no clothing he truly wanted to wear,” which led him to decide to launch his own brand.
“As I ran longer distances, I came to realize the importance of clothing that not only performs well but also lifts my spirits. I wanted something that looked beautiful while I was out in nature, yet could be relied upon in even the harshest conditions. That’s what inspired me to create this line for myself. “All of our products are tested in actual races and training sessions, taking shape through a process of continuous refinement. My repeated experiences of being forced to rely almost entirely on my own resources in the mountains have led to our uncompromising attention to detail regarding materials and specifications.” (Filippo)
When asked about Italy’s running culture, he explained that while there was hardly any such culture in Milan ten years ago, the community began to grow thanks to the running club that Filippo and his friends started, and now there are many clubs popping up all over the city.
“When we started running with friends, a community formed, and it gradually grew. Milan is a city, yet nature is right nearby. You can reach the mountains in just an hour. That sense of proximity has had a major influence on our design work and lifestyle,” (Filippo)
We value our relationships with the community.
Claudio, who manages the brand alongside his father, Filippo, says, “Rather than rapid expansion, we prioritize building connections with our supporters one step at a time.”
“Since we run this brand as a family, we prioritize the quality of our relationships over the speed of our growth. We believe that gradually building connections with people who truly love our products is the most natural path for our brand. Our commitment to environmental protection also stems from our desire to preserve places where runners can run. We want to maintain a close connection with our community,” (Claudio)
While our manufacturing is rooted in trail running, when it comes to designs that can also be worn in the city, we focus on two key concepts: “authenticity” and “creativity.” We combine functionality tested through actual running with designs born of imagination. Striking a balance between these two elements is at the very heart of our brand.
“Our top priority is creating products we can truly trust. On top of that, we place great importance on designs that appeal not only to functionality but also to the senses. The fact that our clothes can be worn naturally both on the trail and in the city stems from our view of running as a lifestyle. We want our clothing to be comfortable not just during your run, but also before and after it.” (Claudio)
Filippo describes trail running as “something like metal or rock music.” He says that the mental journey that begins when running long distances serves as inspiration for his designs. In fact, with collections like “Trail is Metal”—inspired by metal elements—everything stems from his own experiences and ideas, unaffected by trends or other brands. That is the unwavering stance of .
“When you run long distances, it’s not just your body that embarks on a journey—your mind does too. New sensations and discoveries emerge from the struggle. Those experiences inform our designs and messages. Moving forward, rather than chasing trends, we want to continue giving form to exactly what we feel” (Filippo)
With the creative freedom unique to indie brands and functionality backed by real-world experience, *Wild Tea* embodies both qualities and could be said to symbolize a new trend in running culture. We’ll definitely be keeping an eye on its future developments.
Photo_Tada
Text_Issey Enomoto
Edit_Hiroshi Yamamoto
