Limit Running Apparel started with three friends, a few cotton t-shirts, and a lot of miles around San Francisco.

What began as long runs through the city turned into something bigger—a shared belief that pursuing excellence in running doesn’t have to come at the cost of comfort or simplicity. We were pushing each other to grow as runners, chasing personal limits, and talking constantly about what we actually wanted to wear before, during, and after those miles.

The answer was simple: cotton.

Limit is a cotton-only running apparel brand, built around the idea that performance isn’t just about race day—it’s about the daily pursuit. Training runs. Recovery days. Easy miles. Rest days that still matter. Our shirts are designed to be worn interchangeably across all of it, supporting both effort and recovery without forcing a switch in mindset or wardrobe.

We believe excellence is earned through consistency, not shortcuts. Through showing up. Through running together. Through pushing a little harder and recovering a little better. Cotton keeps us grounded in that process—natural, durable, and honest.

Homegrown in San Francisco, Limit exists to support runners who care deeply about progress, but don’t lose sight of why they run in the first place. This isn’t about trends or hype. It’s about the work, the miles, and the people you run them with.

We’re still running. Still learning. Still chasing the limit.