Géraldine Robert and Vincent Godbert have launched Jog & Jim, a new sports apparel brand that only uses natural fibers like hemp, biological cotton or linen, but no plastics. The company was launched in Roubaix, in France’s North department, not far from the Belgian border. Unlike the usual sportswear, Jog & Jim’s products will use many colors to emphasize well-being rather than performance, according to the founders. Another key ambition behind the brand is to use natural fibers instead of polyester while still offering the technical properties necessary for sports. The company, which is based at the Roubaix’ Blanchemaille by Euratechnologies incubator, has joined the FashionGreenHub, a fashion and textile business association founded in 2015, also based in Roubaix, which promotes sustainable, ethical, local and innovative fashion. The first Jog & Jim collection will be released thanks to a crowdfunding campaign on Ulule that launches in April. The collection will comprise a range of shorts and T-shirts for men and women as well as a cap and a pair of socks. The products are made in Portugal, although the company hopes to bring back production to France over the next few years.

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