Designed with cutting-edge microgravity matrix support, Hurdle Socks redefine athletic performance by enhancing stability and reducing impact. Experience next-level comfort and support for every stride.
Fashion Meets Function: The Future of Athleisure
In a world where athleisure reigns supreme, performance-driven fashion is no longer just a trend—it’s an expectation. Gone are the days when workout gear was simply about sweat-wicking fabrics and compression fits. Today, brands like Hurdle Apparel are pushing the boundaries of textile technology, proving that innovation and aesthetics can coexist in ways we never imagined.
At the heart of this revolution is Tosha Hays, a visionary who has spent decades transforming the sportswear industry. From pioneering garment circular knitting technology to reimagining the humble sock, she has spent over 25 years refining performance wear, securing 17 patents along the way. The result? A first-of-its-kind sock that’s redefining comfort, durability, and movement for athletes and everyday consumers alike.
The Science Behind the Sock: Why Hurdle Apparel is a Game-Changer
Hurdle Apparel isn’t just another sportswear brand—it’s a disruptor. With a commitment to reengineering apparel from the ground up, they’ve developed a patented sock featuring an integrated polymer matrix, embedding shock-absorbing material beyond traditional yarn. This breakthrough design has earned it the Runner’s World #1 sock for all-day wear.
The journey wasn’t easy. Over 300 prototypes were tested before reaching perfection. Never cutting corners, Hurdle’s technology-driven approach is setting new standards in athletic wear. Whether you’re a marathon runner or someone who spends long hours on your feet, these socks are built to enhance performance, reduce fatigue, and boost recovery.
Exclusive Interview with Tosha Hays: The Future of Athleisure Starts Here
I sat down with Tosha Hays, cofounder of Hurdle Apparel, for an exclusive conversation on redefining athletic wear. With over 25 years in the industry, Hays has pioneered textile innovations that push the boundaries of comfort and performance. In this interview, she explores the evolution of sportswear, the science behind Hurdle’s patented socks, and the future of smart fabric technology in athletic apparel.
Key Takeaways from the Interview:
- Redefining Sportswear – Hurdle Apparel is challenging the norm by merging fashion and function in ways that elevate both style and performance.
- Breakthrough Textile Technology – Hurdle’s patented socks integrate shock-absorbing polymer matrices, setting a new standard in durability and comfort.
- The Future of Athleisure – Advances in smart fabric technology are paving the way for sports apparel that goes beyond aesthetics, optimizing movement and recovery.
Interview with Tosha Hays, Co-Founder of Hurdle Apparel
Joseph DeAcetis: On a personal note, what ignited your passion for fashion textiles and technology? Could you share a bit about the pivotal moments in your journey that led to the founding of Hurdle Apparel?
Tosha Hays: I grew up surrounded by fibers, fabrics, and design, and from an early age, I knew I wanted to build a career in textiles and fashion. My journey really took shape during my time at SPANX, where I refined my expertise in fiber innovation and product development. My work has always been driven by solving real problems in apparel, rather than simply following trends.
During COVID, I launched my own consulting firm, and that’s when Taylor Matter, founder of Hurdle Apparel, approached me. He had an early concept for the Hurdle sock, and together, we worked tirelessly to bring it to life. That collaboration was the start of what has now become a groundbreaking innovation in activewear.
Joseph DeAcetis: As co-founder of Hurdle Apparel, how does your brand redefine the idea that sportswear is not just about function but about making a bold fashion statement?
Tosha Hays: My passion for fashion, textiles, and technology stems from an appreciation of how things work—rather than just how they look. From the start, I’ve been obsessed with the hidden layers in apparel—how materials stretch, cool, compress, and even heal.
Hurdle Apparel is built on the principle that apparel should move with people, enhance performance, and seamlessly integrate into everyday life. Our mission goes beyond selling clothes or footwear—it’s about removing barriersbetween style and function to create innovative solutions that inspire confidence and movement.
Joseph DeAcetis: The next generation of athletic wear seems to focus heavily on improving performance. How does Hurdle Apparel ensure its designs prioritize performance without compromising style or comfort?
Tosha Hays: At Hurdle, we consider socks essential equipment, not just accessories. Our technology-driven approach includes moisture control, zoned compression, friction reduction, and reinforced impact zones, all seamlessly knit into the fabric.
We integrate shock-absorbing material beyond traditional yarn—something never seen before in socks. The result? The Runner’s World #1 sock for all-day wear.
While functionality is key, we also design for aesthetics. Socks are an extension of personal style, so we prioritize a sleek, modern look that fits effortlessly into any wardrobe.
Joseph DeAcetis: Hurdle Apparel is setting new standards for activewear by integrating cutting-edge fabric technology. Could you elaborate on how advances in textile innovation make sports apparel more innovative and appealing to consumers?
Tosha Hays: The pace of textile innovation is faster than ever. When I served as Chief Product Officer at MIT’s AFFOA, I worked on projects with brands like Nike and New Balance to explore futuristic fabrics—such as temperature-sensing fibers, color-changing textiles, and even fabric-based computing systems.
While many of these technologies are still in pilot testing, they represent the next frontier of apparel. Soon, we’ll see more activewear designed not just for comfort, but for intelligent interaction with the body.
Joseph DeAcetis: Your patented socks are a groundbreaking innovation in activewear. Could you explain how they were engineered and how the integrated polymer matrix elevates their performance and durability?
Tosha Hays: Traditional athletic socks lose support over time, especially under high-impact conditions. We solved this problem with a proprietary integrated polymer matrix, strategically embedded within the fabric instead of simply applied onto it.
This technology works like an internal exoskeleton—providing compression, support, and long-term durabilitywithout restricting movement. It flexes naturally, so wearers experience consistent comfort and performance, even after repeated use.
Joseph DeAcetis: With over 25 years of experience and 17 patents, how have your previous roles in designing for brands like SPANX and Brrr Textiles shaped your approach to developing cutting-edge activewear?
Tosha Hays: Working with brands like SPANX and co-founding Brrr Textiles gave me deep insights into technical innovation at the fiber level. At SPANX, I helped engineer solutions for compression, shaping, and seamless comfort, securing patents that weren’t just about final products but also proprietary construction techniques.
At Brrr Textiles, we focused on cooling yarns and molecular-level fabric enhancements—an approach that reinforced my belief in inside-out product development. Now, at Hurdle Apparel, I bring that same mindset to our designs: performance-driven, proprietary, and innovative.
Joseph DeAcetis: How do you view the evolution of sportswear as not only functional but also a medium of self-expression for modern consumers?
Tosha Hays: Consumers today don’t just want functional sportswear—they want apparel that aligns with who they are. Bold aesthetics, intelligent design, and premium materials create a product that doesn’t just help performance, but also tells a story.
At Hurdle, we’re designing for movement and personality. Sportswear should make wearers feel powerful, confident, and limitless—because at the end of the day, fashion should work for you.
Joseph DeAcetis: Consumer expectations for athleisure continue to rise. How does Hurdle Apparel address the demand for products that combine aesthetics, functionality, and technological innovation?
Tosha Hays: At Hurdle Apparel, we approach design with the belief that aesthetics, functionality, and technological innovation must work in harmony—not in competition. Our process begins by deeply understanding how our consumers live, move, and feel. From there, we engineer products that perform at a technical level without sacrificing style or everyday versatility.
We invest heavily in material innovation, incorporating advanced fabrics that enhance comfort, regulate temperature, and support athletic performance. At the same time, we ensure our designs remain visually striking—creating clean, elevated silhouettes that seamlessly transition from activewear to daily wear.
Consumers today expect their apparel to do more, and at Hurdle, we embrace that challenge. Our mission is to create products that not only meet the technical demands of modern life but also reflect the personal style and individuality of the wearer.
Joseph DeAcetis: Your career has been marked by innovation and disruption. What do you see as the most significant trend or shift currently influencing the athleisure and sportswear market?
Tosha Hays: One of the most significant shifts in the athleisure and sportswear market is the integration of advanced technology into everyday apparel. Today’s consumers aren’t just looking for stylish and comfortable clothing—they’re seeking garments that enhance performance and well-being.
There’s also a noticeable movement toward a blended category—where everyday wear performs and feels like activewear. Gone are the days of rigid, uncomfortable clothing. People demand comfort and movement in everything they wear, from the gym to the workplace.
Another pivotal trend is the rising demand for sustainability and ethical production. Consumers are more informed and conscientious than ever, prioritizing brands that align with their values and contribute to a better future.
Joseph DeAcetis: Feedback is an essential element of any product development process. How does Hurdle Apparel utilize consumer insights to refine and enhance its performance-driven designs?
Tosha Hays: At Hurdle Apparel, consumer insights are at the core of innovation. From the earliest prototypes to final product launches, we actively seek feedback through wear-testing programs, targeted surveys, and direct conversations with athletes and everyday users.
We closely analyze both functional feedback—such as fit, durability, and performance—and emotional feedback around how our products make people feel. This dual perspective allows us to refine every detail, ensuring our designs not only meet performance expectations but also create a meaningful connection with the wearer.
In today’s market, performance alone isn’t enough. Our goal is to build products that people reach for every day—because they trust how they function and love how they feel
Smart Fabric Technology: The Next Big Thing in Activewear
As fabric technology continues to evolve, it’s changing how we think about sportswear. Athletes no longer just want clothing that looks good—they need clothing that works. From moisture-wicking textiles to smart fabrics that aid movement and muscle recovery, the next generation of sportswear is function-first, fashion-second.
With experts like Tosha Hays leading the charge, we’re seeing more brands integrate science-backed materials into everyday athleisure. Her insights highlight how advanced textiles are not just making apparel more comfortable—but also more intelligent.
Why This Matters to You
If you think your everyday athletic wear is just about looking sleek, think again. The future of sports apparel is about performance, comfort, and innovation—not compromise. Hurdle Apparel is proving that fashion can work for you, enhancing your lifestyle one step at a time.
For consumers who demand more than just aesthetics, this is your sign to invest in products that merge cutting-edge technology with impeccable design. Because the right gear doesn’t just make you look better—it makes you performbetter.
So, is your sportswear working for you? Maybe it’s time to put it to the test.
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