Cover Atlas Collectif was founded in 2020 by Hugh Koh and Benjamin Hagen
Atlas Collectif was founded in 2020 by Hugh Koh and Benjamin Hagen
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More than just a sportswear brand, Atlas Collectif blends fashion and performance to build a global community around running, creativity, and cultural exchange
When Gen T honouree Hugh Koh and his friend Benjamin Hagen founded Atlas Collectif in 2020, the goal was to set out and create more than just a sportswear brand.
For them, Atlas Collectif is about a global community brought together by a shared passion for movement, art, and self-expression through running.
What began as a personal project born from the intersection of fashion, culture, and performance gear has evolved into a brand that celebrates individuality while uniting runners across borders. We speak to Hagen to find out more about the brand’s ethos and plans moving forward.
Read more: 6 of Kuala Lumpur’s best running spots
Above Model Aaron Chan wearing Atlas Collectif 3M Reflective Globe Running Singlet and 3 inch Race Shorts
Model Aaron Chan wearing Atlas Collectif 3M Reflective Globe Running Singlet and 3 inch Race Shorts
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The inception of Atlas Collectif was rooted in Hagen’s love for running and a desire to create something beyond traditional sportswear. As Hagen explains, “Running is about more than performance; it’s about community and connection. We wanted our designs to reflect that inclusivity and creativity.” Drawing inspiration from their backgrounds in music, film, architecture, and fashion, Hagen and Koh sought to blend high-performance wear with fashion-forward aesthetics. The result is a brand that feels equally relevant on the track and in everyday life.
At the heart of Atlas Collectif is a commitment to celebrating the culture of running—not just as a sport but as an experience that transcends physical activity. The name itself, “Atlas Collectif,” symbolises a global approach, where “Atlas” represents diverse cultural influences and “Collectif” highlights the gathering of individuals who share a passion for movement, design, and creativity. This inclusive ethos shapes every aspect of the brand, from the design of the garments to the global running communities it fosters.
Above Atlas Collectif’s apparels are crafted from recycled materials to minimise its impact on the environment
Atlas Collectif’s apparels are crafted from recycled materials to minimise its impact on the environment
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As running continues to grow in popularity worldwide, Hagen remains unfazed by the idea that it might simply be a fitness trend. “Our goal was to create high-performance garments that felt culturally relevant to us,” he says. Whether it’s his personal motivation for mental health or Koh’s pursuit of personal bests, running has always been about more than just keeping up with trends.
Their approach to sportswear is a balance between style and performance and this is seen in Atlas Collectif’s product lines which are split into two distinct categories: the sportswear line and the performance line. The sportswear range leans into bold graphics and creative design elements inspired by the brand’s roots in contemporary culture. Meanwhile, the performance line prioritises technical innovation, offering lightweight, breathable gear for serious runners. Together, these lines blend artistic expression with cutting-edge functionality, a duality that defines Atlas Collectif’s philosophy.
See also: Tatler Adrenaline 2.0: The ultimate sports festival returns!
Above Atlas Collectif and runners during Tatler Adrenaline in July
Atlas Collectif and runners during Tatler Adrenaline in July
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This commitment to the community is evident in Atlas Collectif’s collaborations with other brands and running clubs. Whether it’s working with international running communities or launching exclusive capsule collections, Atlas Collectif’s partnerships are carefully chosen based on creative alignment and shared values. As Hagen points out, “It’s important that our values align, especially when it comes to social and environmental practices. Working with responsible brands is essential to us.”
Above The Wadi capsule collection pays homage to the rugged trails and unbeaten paths of the Hajar Mountains in Oman
The Wadi capsule collection pays homage to the rugged trails and unbeaten paths of the Hajar Mountains in Oman
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Above Model is wearing the Wadi Boonie Hat, Wadi Bamboo T-Shirt, Wadi Shorts, and Wadi Performance Socks
Model is wearing the Wadi Boonie Hat, Wadi Bamboo T-Shirt, Wadi Shorts, and Wadi Performance Socks
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Perhaps Atlas Collectif’s rejection of traditional national identities in favour of cultural exchange is what truly sets it apart. This philosophy stems from Hagen’s diverse background—German and French by nationality, with roots in the Iberian Peninsula and North Africa. This borderless approach is exemplified in collections like the Wadi capsule collection, inspired by the Hajar Mountains’ trail running and hiking community along the UAE-Oman border. “We don’t align with a specific nationality,” Hagen emphasises. “National identities can often divide, whereas we’re all about bringing people together.”
For Hagen, Atlas Collectif is not just a sportswear brand but a way to unite people through movement, creativity, and cultural exchange. As the brand grows, it stays grounded in its mission to connect individuals across borders while creating innovative, eco-friendly gear that speaks to performance and culture.
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Above Atlas Collectif will be launching a collection for women in the near future
Atlas Collectif will be launching a collection for women in the near future
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Looking ahead, Atlas Collectif has some exciting projects in the pipeline. Hagen revealed that a dedicated women’s performance line is currently being tested on a 500 km relay run through Chile’s Atacama Desert, the driest non-polar desert in the world.
This expansion into women’s performance wear is long overdue and reflects the brand’s ongoing commitment to inclusivity and innovation. As Atlas Collectif continues to evolve, it remains focused on creating localised capsule collections and fostering global connections through the sport of running.
Atlas Collectif will be at Tatler Adrenaline 2.0 to lead its Fun Run session again. This time around, the run will feature two exciting courses that will take place around KLGCC.
Credits
Images: Atlas Collectif
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Sim Wie Boon is the general manager of Tatler Malaysia. Previously the print and digital editor, Sim hails from the land of the hornbills, Sarawak. Sim is now based in Kuala Lumpur and brings more than a decade of experience in the media industry as a journalist and broadcast producer.
As a self-proclaimed geriatric millennial, he appreciates the finer things in life, from savouring a sip of single malt whisky to relishing in the deliciousness of char siew. While reminiscing about the indie-sleaze era, Sim now finds solace in the soothing tunes of ambient music, staying active through running and occasionally succumbing to the addictive world of doom scrolling.
Follow him on Instagram or Threads at @simwb
