Brand Radar: From Sunday Running Club to a global community at Another Cotton Lab

Another Cotton Lab (ACL) is a young streetwear label from Düsseldorf that was founded in 2023. Its vision is to connect sport culture and fashion in an entirely new way_ with everything revolving around its own community. A major part of the brand_ and one of the aspects it is best known for_ is its Sunday Running Club_ which takes place every Sunday in Düsseldorf. Over the past two years_ Another Cotton Lab has grown beyond Düsseldorf and Germany_ building a brand community across Europe and the United States. Known for cool graphic prints on T-shirts and sweatshirts_ Another Cotton Lab now offers a broad range of pieces_ from puffer jackets and trousers to prints and accessories.

Brand history and development

The brand was founded by Franziska (Franzi) and David Ebisch and Niklas Janik_ who_ after several years of experience in the fashion industry as service providers_ decided to launch their own label. Tired of everyday routines and of constantly channeling their creativity into projects for others_ they developed the first Another Cotton Lab collection in just seven days_ stated by David Ebisch in conversation with FashionUnited.

The core team consists of the founders Franzi and David Ebisch_ Niklas Janik (Creative/Art Director)_ and Felix Adams_ who acts as Brand Manager. Together_ these four minds form the creative core of Another Cotton Lab.

In today_s brand landscape_ where increasingly more influencer labels are entering the market_ Another Cotton Lab is proud to be an independent brand: “We are a real brand_ with real employees and real infrastructure. Another Cotton Lab stands on its own and is not dependent on a single personality_” explains Felix Adams.

Since 2023_ the brand has continuously evolved. The collections have grown_ and internally_ Another Cotton Lab has further developed and optimized its own processes. The brand produces in-house in Hilden_ which_ as David Ebisch explains in an interview with FashionUnited_ is extremely important to them. It allows them to maintain full control over their collections and production. Niklas Janik also sees this in-house production as a major advantage: “We have an incredibly well-developed infrastructure_ which allows us to react very quickly when it comes to new products_ delivery times_ or trends.”

Design aesthetic and brand identity

From the very beginning_ Another Cotton Lab has stood out through a very deliberate design aesthetic and a strong brand identity. The label is known for its cool screen-printed graphics on oversized T-shirts and hoodies_ but it has also continuously evolved and expanded its collections. Today_ the range covers everything from head to toe_ except for shoes.

The graphic designs clearly reflect the brand_s vision_ such as the classic Sunday Running Club shirt or prints that pick up lifestyle themes like travel_ coffee culture_ or Pilates. The streetwear pieces are predominantly unisex and combine a sporty_ casual look with urban coolness.

Oversized silhouettes_ clean cuts_ and harmonious color palettes_ from soft pastels to classic neutrals_ are typical. Even the logo reflects the brand_s philosophy: intentionally minimalist_ it symbolizes a cool_ sporty lifestyle and the fusion of fashion and sport.

Community-first: Sunday Running Club

One of Another Cotton Lab_s most distinctive features is its strong community focus_ led by the Sunday Running Club. Initiated by Another Cotton Lab_ this running event has taken place every Sunday morning since May 2024_ starting in front of the brand_s own flagship store in Düsseldorf_s Carlstadt district (Bastionstraße 10). What began with just a few running enthusiasts developed into a mass movement within weeks.

After only a few runs_ more than 300 people were participating_ and during an evening Night Run_ nearly 2_000 runners joined. The idea behind it: running as a lifestyle event. Unlike traditional running meetups_ ACL celebrates the culture surrounding the sport_ the sense of community takes center stage. “We have a picture hanging in our store with the quote_ _To love running is to make it a space others can love too__ and that describes our motivation for the Running Club very well_” Felix Adams emphasized.

This year_ the Running Club also hosted a special run in New York City during marathon week_ demonstrating how popular and well-known the brand is in the United States. Around 400 people joined the run and ran through the city and Central Park with the team. For the four founders_ this was another clear sign of the impact Another Cotton Lab—and its vision of lifestyle and fashion—has beyond Germany.

Customer relations and social media

Through its community_ Another Cotton Lab brings together a broad customer base: from younger to older participants_ everyone runs together—and many are also customers. “In our store_ you_re greeted with a warm_ friendly hello. You don_t have to worry about not being cool or fashionable enough for the store or the pieces_” says Brand Manager Felix Adams.

Social media reflects this approach as well. It_s not just about collections and products_ but about the community and the brand_s vision. Events are announced via Instagram_ alongside insights into collections and activities such as warehouse sales or collaborations. The account feels personal_ clearly run by the real people behind Another Cotton Lab_ and regularly picks up on social media trends. This lively and authentic approach makes it feel almost like a brand diary.

Collections and pricing

Another Cotton Lab presents several collections per year_ including both seasonal lines and thematic capsule collections. Traditionally_ four main collections are released annually (Spring_ Summer_ Fall_ and Winter)_ complemented by additional drops with their own concepts. ACL has launched capsule themes such as “Endless Summer_” “Athletic Department_” “United in Sports_” or “No Days Off” at short intervals.

By now_ Another Cotton Lab offers not only unisex pieces and women_s and men_s collections_ but also its own performance line_ once again bringing sport and fashion together.

The collections say a lot about the brand itself. The four main collections reflect the brand_s long-term development_ while the smaller capsule collections_ according to David Ebisch_ reveal much more about the current status quo of Another Cotton Lab: “We offer these in limited quantities because we want to preserve the magic.”

In terms of pricing_ Another Cotton Lab positions itself in the mid-range of streetwear:

• T-shirts typically cost around €40–50 (for example_ the Sunday Running Club T-shirt at €49.90)_

  Sweatshirts range from approximately €60–80 and hoodies from €70–90_

  More elaborate items such as knitwear or special-edition hoodies can reach up to around €90_

  Caps and accessories start at approximately €20–30_

  At the top end of the range are high-quality outerwear pieces: winter jackets or puffer coats can cost up to around €350_ such as the insulated Another Down Puffer Jacket priced at €349.99 in the online shop.

  Despite this price range_ ACL places strong emphasis on offering fair value for money_ the motto being that premium quality should remain accessible.

  Global presence

  Although Another Cotton Lab is deeply rooted in Düsseldorf_ the brand operates with an international mindset. The DACH region accounts for a large share of orders_ but the brand is also very strong outside Germany_ particularly in the United States and neighboring countries_ according to David Ebisch. The website is available in multiple languages_ and worldwide shipping through the online shop underlines the brand_s global orientation.

  Another Cotton Lab now ships parcels from New York to Hong Kong_ while runners in Düsseldorf pull on their shirts every Sunday. This balance between local roots and global reach clearly defines the brand. Despite international success_ the founders maintain strong ties to Düsseldorf through local collaborations_ while simultaneously connecting the global community via Strava and social media.

  ACL is also thinking beyond Germany in terms of physical retail. The team is already working on expansion into new markets: “The next store is in planning and it won_t be in Germany_” Niklas Janik revealed in conversation.

  In addition_ Another Cotton Lab is already available across Germany via online platforms such as Zalando and About You_ as well as in more than 200 selected stores_ including P&C and Breuninger. However_ strong attention is paid to careful selection and brand fit_ as David Ebisch told FashionUnited.

  Future outlook

  The rapid growth of Another Cotton Lab and its steadily expanding international presence point to significant potential. The successful running event in New York City and strong sales figures outside Germany suggest that the brand will continue to grow in recognition and popularity worldwide.

  With another store outside Germany_ Another Cotton Lab could take a major step forward in strengthening its market position. The goal is to make the brand more tangible for even more people_ especially beyond Germany_ as Niklas Janik explains when speaking about their future plans.