Brand focus Point zero zero one

British founder Justin Cernis gives us the rundown on his apparel company

When did the company launch?

‘In 2018. I have a marketing background working on Adidas and Nike campaigns and wanted to use that to launch an independent brand that embodies the ethos of performance being about individual achievement and not just about competing against others. Reaching the next lamppost on a run is as much a win for one person as striving to be world champion is for another.’

Where did the name come from?

‘The world of motorsport, where fine margins can make all the difference and where technical innovation is combined with individual effort. Races are timed in thousandths of a second (.001 being the ultimate point of difference) but recognition that every fraction of effort is a competitive advantage applies to the whole fitness world.’

Who’s the brand aimed at?

‘For people who are passionate about performance and “winning”, whatever that win means. It’s not necessarily about being first past the post – it’s about achievement, improvement, meeting personal goals.’

What will runners like about the kit?

‘We’ve fussed about the detail and chosen premium fabrics that are comfortable and durable. Practical, functional, crafted, stylish. But we are not a brand driven by seasonal ranges; our designs are created to last, too. The .001 palette is purposely monochrome – largely based on our insight that for all the patterns and colours in the market, people look for quality, wellmade solid colours for their kit bag.’

What’s your position in the market?

‘It always struck us why like-for-like women’s pieces are more expensive than men’s, so we made a decision to keep price parity between our ranges – even at the expense of margin. We are currently mid-to-premium (jackets are £65 and tights are £70) and our market feedback is we offer real value for money given the quality of fabrics/ construction/overall price points.’ pointzerozeroone.com