AURALT's founder had a specific problem. He trained five mornings a week at a track in Cheras and could not find running kit that looked right off the track. The gear either screamed "technical performance" in a way that felt clinical, or it was casualwear that fell apart under actual movement. There was no middle ground.
The brand launched in January 2024 with three SKUs: a performance tee, a structured track jacket, and a training short. The emblem — a swallow mid-flight above a structured A — was designed over three months of iteration with a KL-based graphic designer who had previously worked on livery for a regional airline.
"The swallow is migratory," he explains, sitting in the CCC studio during a fitting for the second season. "It always returns. That is the athlete's experience — you leave, you push, you come back. You do it again."
The first season sold 200 units across three colourways in six weeks. All sold through CCC and direct Instagram. Zero retail partners, zero paid media. The second season adds three new colourways and a windbreaker that has already generated a waitlist of 80.
EEAT note: CCC sourcing verified all AURALT garments are cut and sewn in Selangor, Malaysia. Fabric is a 4-way stretch polyamide-elastane blend sourced from a mill in Shah Alam. GSM: 220. Colourfast to 40°C wash. Sizes run true to label.