SevenX is an action sports fashion label. We¹re a small collective of creatives and action sports nuts who make street wear and sell it online to people who'd rather do action sports than shop on a Saturday.

Unlike skate and surf wear brands like Quiksilver, Carhartt, Firetrap and Animal, you won’t find SevenX gear in stores. Concrete-bunker shopping malls make us a bit queasy actually. In fact, you can only buy our gear at sevenx.co.uk. As an online retailer, we cut out the High Street middl e men which means you can get more for your money.

Why do we do this? The High Street goes against everything we stand for as a brand. If a marketing guy blinded us with PowerPoint charts and forced us to define SevenX in one short statement, we’d probably say something like this:

SevenX is freedom.

If that sounds a bit airy-fairy, blame it on the marketing guy. There’s some truth in it though. As athletes, the instant we feel trapped, we free ourselves and move on. When we're on our boards, skis or whatever, we need space to express ourselves, our individuality. Shopping malls and all their stuffy sameness rob us of this.

We know that avoiding the stores means that shop-til-you-drop teenagers won’t wear SevenX. As a result, it might not grow as quickly as a brand. We’re okay with that. Truth be told, we make our clothes primarily for ourselves and our friends and their friends and their friends’ friends, etc. We're the type of people who don’t let our Monday to Friday lives define us. We work for the weekends, for trips to the mountains, beach, dirt track or wherever we can find our next challenge.

What sort of challenge would that be, you ask? Right now, we support 7 action sports: Zapcat racing, dirtbiking, skiing, snowboarding, surfing, windsurfing and mountain biking. These seven keep us busy most weekends, but we’d be lying if we didn’t admit that we’re also into skate boarding, BMX, kite surfing, ski diving and just about any other sport, both existing and soon-to-be invented, that frees us from the concrete jungles of suburbia.