Shipping update for non-EU orders
From April 1, 2026, we have to end free shipping for non-DE and non-EU orders.
NEWS & STORIES
Spring - Summer Drop 2026
Distance. Elevation. Heat.
Why our Prime Shirts change in price
Prime uses certified materials, responsible production and refined cuts. Each piece is made to be a favorite rather than a pile of garments that never mean anything. Fewer pieces, stronger...
The New Year
Welcome to 2026
Bold Friday is here!
Biggest Drop. Boldest Deals.
Ten Years Of Willpower
For our 10th anniversary, we’re bringing back 10 out-of-print designs from our past. Reimagined for now. Available for preorder until September 26.
We Can No Longer Ship to the US
Tariffs Hit Hard: Shipping to the US Ends as of August 22, 2025
A New Willpower Athlete
Please welcome our new Willpower Athlete, David Rott.
Summer Drop Out Now
Your Heart Beats Out Here.