How to stand out in a ‘samey’ category: building Angry Pablo, a performance clothing brand with personality.

In this episode of Abandoned Cart, Laura sits down with Jago, co-founder of Angry Pablo, the sustainable cycling and running apparel brand challenging how performance sports look, feel, and sound.

Jago shares how Angry Pablo was born not from a market gap analysis but from lived experience as athletes who felt modern performance culture had become intimidating and joyless. Together, they unpack how brand, honesty, and creativity can cut through even the most crowded categories.

This episode is a must-listen for founders building brands in “samey” spaces and anyone curious about how community, tone, and restraint can outperform hype.

Key Topics Covered

1. Why less money can actually drive better decisions
2. Building a brand without formal brand guidelines (yet staying consistent)
3. Standing out in a crowded performance apparel market
4. Why humour and humanity don’t dilute performance, they strengthen it
5. The importance of organic growth before paid acquisition
6. Creating emotional connection beyond transactional sales
7. Balancing friendship and business as co-founders
8. The challenges of funding a product-led brand
9. Transitioning from limited drops to a core, year-round collection

Connect with Jago Leckie:

Angry Pablo

Website: https://angrypablo.cc

Instagram / TikTok: @angrypablo

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Connect with &Allies:

To discuss how we can help your brand grow, visit www.andallies.co.uk