Sunday 13 September, 2026 · Log #36

Apex

It’s been a little while since I last did an update, so I’m not going to try to recap everything that I’ve missed. Instead, I’m just going to pick things straight up from the present day.

We’re still about ~3-4 weeks from launch. Our manufacturer has finished making the socks, and almost finished packaging them too (should be done by the end of next week). Then things need to be shipped around the world where a whole host of things could still go wrong. The wait is frustrating but there really isn’t too much we can do, but it does make me rather restless. I’ll no doubt have lots to say about this in the coming weeks, so stay tuned.

On a positive note, we got a message the other day from a Premier League footballer who was interesting in buying our socks, but couldn’t get any because we’d sold out. We let them know we’re about to launch the ELITE-1 and sent them a few pairs to their training ground. After giving them a go, they said they liked them and found them super comfortable, which is really reassuring to hear.

Obviously none of this really means anything, but we’re trying to get more pro clubs aware of Apex and our socks, so having an in like this could be incredibly important to the future of the company. I’ll be watching their next match to see if they’re wearing them, but won’t be getting my hopes up. Anyway, it was a nice signal that we’re doing the right thing. Those signals are few and far between so I have to welcome them with open arms whenever they come.

For now, most updates are probably going to be quite short, but will no doubt get more details as we ramp up to launch and throughout the launch window itself. I suspect I’ll also use this space to think about ideas too. More structured or serious thoughts will likely become an essay.

Three Things That Happened Today

1. Re-launched personal website – I spent the weekend completely redesigning my personal website (this one here). I felt like the previous site didn’t truly reflect my personality and was a little sloppy in appearance. So I stripped away all the unnecessary fluff and quite happy with the end result. I’m actually quite excited now to begin curating the site with content I’m genuinely proud of. Plus, I wrote my first essay on the site on the enshittification of everything.
2. Cremosi – Millie and I decided to get a little treat from Cremosi in Porto today. I’d planned to get ‘the usual’, which is a crepe with strawberries, ice cream and chocolate sauce. But I wasn’t able to get a crepe for some reason, so got myself a strawberry milkshake instead. Also had a little peek around Paul Copplestone’s site while I ate.
3. Porto Half Marathon – Millie and I walked to church this morning, just as the lead (pro) runners of the Porto half marathon went through the tunnel next to the house. They had a saxophonist playing, which was a pretty unique and fun addition to the event.