If you’ve wandered the streets of Liverpool or attended a match at Goodison Park in recent years, chances are you’ve come across the sportswear brand Montirex. Behind the increasingly iconic emblem lies an extraordinary journey fueled by the determination of two young entrepreneurs, whose company has risen from the confines of a living room in Kirkby to become a multi-million-pound sensation, poised to compete with some of the world’s largest sportswear giants.
The remarkable tale centers around the partnership of Merseyside-born founders Daniel Yuen and Kieran Riddell-Austin. Their journey began on a football field outside their homes in Liverpool, where they first met as kids, with Daniel aged 10 and Kieran aged 12. While their paths took them in different directions initially—Daniel pursued engineering, and Kieran entered the IT industry—the allure of entrepreneurship eventually brought them together in 2019 as business partners.
Their initial foray into building websites proved short-lived, but their resilience and ambition led them to a different endeavor—launching a sportswear brand. Recognizing a gap in the market for quality sportswear beyond the likes of industry giants like Nike and Under Armour, they pooled their modest savings and embarked on a journey that would eventually redefine their lives.
However, their journey wasn’t an instant success. Initially, sales trickled in primarily from close friends. It wasn’t until three months into their venture that a breakthrough moment came—an innovative space-dye t-shirt design that would change the trajectory of Montirex. This design became one of the most sought-after clothing items in Merseyside, propelling them forward.
The pivotal moment arrived when they unveiled the space-dye t-shirt to the world. “Once we got that space-dye t-shirt, it was a switch and it literally changed overnight,” Daniel recalls. What was once a slow start transformed into a snowball effect of interest and orders. The sportswear brand had finally found its niche, gaining recognition and a growing customer base.
Montirex’s founders, fueled by their passion for both sports and fashion, continued to refine their designs and expand their product range. Woven and fleece tracksuits joined their staple t-shirts and shorts, making their offerings more diverse and appealing to a broader audience.
The year 2019 marked a turning point when Footasylum, a prominent sports retailer, recognized Montirex’s potential and approached them. Legalities were sorted out, and by the start of 2020, Montirex products were ready to hit the stores. The collaboration with Footasylum opened doors to exponential growth. Their unique designs and quality quickly captured attention, leading to a rising demand that the duo had once only dreamed of.
What truly sets Montirex apart is not just its remarkable success in the competitive sportswear market, but its deep connection to its roots and the local community. As Liverpool natives, Daniel and Kieran take immense pride in seeing their brand worn by their fellow Scousers. Seeing their clothing among the crowd at Everton matches and around the city evokes a sense of achievement and belonging.
“For us, being new and wanting to be a sports brand, we were sending [clothes] to boxers and MMA fighters. We found they were really down to earth,” Kieran explains, shedding light on their marketing strategy. Collaborations with local athletes like UFC star Leon Edwards and boxer Jazza Dickens not only boosted their brand’s visibility but also showcased their commitment to authenticity and connection.
Four years after its inception, Montirex’s journey is a testament to the power of determination, creativity, and a deep connection to one’s roots. From a living room in Kirkby to JD Sports stores across the UK and Ireland, the brand’s growth has been nothing short of remarkable. As they expand internationally, their commitment to staying in Liverpool remains unshaken. Montirex isn’t just a sportswear brand—it’s a testament to the spirit of entrepreneurship and the relentless pursuit of a dream.
In a world where sportswear is more than just attire for the gym, Montirex has captured the essence of versatile fashion that transcends athletic pursuits. As the brand continues to evolve and captivate markets worldwide, its journey serves as an inspiration to aspiring entrepreneurs and a symbol of the boundless possibilities that can arise when passion meets determination.
In an era where global giants dominate the sportswear industry, Montirex’s meteoric rise from a living room in Kirkby to international recognition showcases the potential of local visionaries to challenge the status quo. As Daniel and Kieran’s journey continues, Montirex stands as a testament to the power of dreams, the strength of community, and the boundless potential of the human spirit.
