In this episode, Heidi and Michelle chat with Elliot Matson, the founder of Folklord, a trail running apparel brand. They discuss the unique designs inspired by mythology, the journey of building the brand, and the importance of storytelling in connecting with the running community. Elliot shares his personal running experiences and the challenges of creating a brand that stands out in the outdoor apparel market. In this conversation, they explore the intersection of folklore, design, and the running community. Elliot shares how he draws inspiration from various folklore elements while emphasizing joy, community, and storytelling in their designs. They discuss the importance of branding through unique photography and the playful spirit of running, moving away from the traditional focus on suffering in the sport. The conversation also touches on the significance of mindset, finding joy in the journey, and creating accessible products that resonate with the community. Follow along on Instagram: @wearfolklord ⁠https://wearfolklord.com/⁠