OUR ORIGIN STORY
By Ronald Declarador
Originally written May 1, 2019
Year 2014, I had just finished Ironman Langkawi and Aldean had just finished Ultra-Trail du Mont-Blanc. I told Aldean I wanted to create and sell bandanas for trail runners and mountaineers.
After a lengthy discussion, we arrived at the idea of putting up our own company dedicated to trail running — with gaiters as our primary product. Why gaiters? Because both of us believed gaiters were essential in preserving the feet during long-distance mountain runs. And they were not locally available.
What are gaiters?
Gaiters are basically shoe covers that prevent small rocks, dirt, sand, and other trail debris from entering your shoes. Having gaiters on can prevent discomfort and blisters — which could spell disaster in long-distance races.
We started formulating ideas and designs by late November. I looked for local manufacturers and suppliers. The internet was a huge help. By early 2015, we had our first prototypes. Field testing commenced by April. Officially, we launched on May 1, 2015.
At that time, I thought: How could I sell the initial inventory of just 100 pairs of gaiters? It felt really huge. But through our reputation, influence, and social media, we eventually sold them out and poured all the profits back into the company to grow it.
We started by selling at races, tiangge-style — not caring about other people’s opinions on how we did things. Ahon grew steadily.
From Gaiters to Socks
A few months later, we had this crazy idea of launching our own trail socks. Why? Because no local manufacturer sold trail-dedicated socks. So we did — by November 2015. Again, we launched at a local race. Still, tiangge-style. Through the succeeding years, we expanded and updated our line to trail running, hiking, and cross-training socks.
What are trail socks?
Trail socks are built for long days on the trails. They’re more robust than cotton socks, made of synthetic fabrics that wick sweat and water, and provide comfort and protection for extended wear.
2017: Technical Shirts
2017 brought our first foray into fully sublimated technical shirts. I had wanted to sell shirts from the get-go because I knew I could come up with good designs. But Aldean opposed it — shirts are an inventory nightmare.
After a long back-and-forth, we came up with a solution: pre-orders only, through our website. That way, we would only produce the sizes that had actual orders. Problem solved.
Technical shirts are performance-oriented. They’re made of drifit fabrics built for ultra distances.
2018: The Bandana Idea Comes Full Circle
In 2018, we finally produced my original idea: multi-function bandanas. We felt we had some capital to play with, so we pulled the trigger. We sold them exclusively through our website. People found them cool and useful — and, again, they started purchasing.
What are multi-function bandanas?
They can be used as face masks, headbands, nose and mouth covers, wristbands, neck gaiters — among other things.
Growing Our Reach
Our product distribution started online — via Facebook and email. Then we added Instagram. By 2017, we had our formal e-commerce website.
Aside from selling at races (which we still do occasionally), we expanded to 23 physical stores, plus a few other online shops and resellers. We're looking to expand even further within the year.
More Than Gear: Filipino Pride
Ahon is known for designs that draw inspiration from our cultural heritage. We take pride in being Filipinos. We believe the Philippines is not just “the jeepney” tourists think of. The country has a diverse collection of arts and history that deserves to be showcased to the world.
How We Work
We always aim to improve our products. Our workflow is:
- Conceptualize ideas
- Create the actual product
- Test in real-world scenarios
- Adjust based on test results
- Test again
- Create packaging and labels
- Market the product
- Distribute
It takes weeks or months to realize one product. Our testers are real trail runners — from elite to back-of-the-pack. All feedback is taken into account and applied when beneficial.
Innovation Philosophy
We study great gear, remix what works, and tune it for our terrain.
Some features translate well. Others don’t. In the end, we take what performs best on our trails — and improve it even more.
Seeing Ahon on the World Stage
It warms our hearts to see our products being used around the world —
At UTMB and other ultra trail races,
Ironman Hawaii, and other IM races,
Boston Marathon, and other World Marathon Majors.
Sometimes by foreigners — but mostly by Filipinos. Proud of their accomplishments. And prouder still of their nationality.
Four Years In — and Just Beginning
It’s been just four years since we started. And we’ve already built a movement.
But in the grand scheme of things, we’ve barely scratched the surface.
We envision Ahon as a global brand.
It could take us a lifetime — but that’s where we’re headed.
Still screaming: Proud to be Filipinos.
#ahon #gawangpinoy #pinoypride