Article: Montirex: How Liverpool's Sportswear Brand Exploded (And the Best Pieces to Buy)
Montirex: How Liverpool's Sportswear Brand Exploded (And the Best Pieces to Buy)
Five years ago, almost nobody outside Liverpool had heard of Montirex. Today you'll spot the Trail print in shopping centres, on the school run and in fight camps. The brand is on course for sales of well over £100 million. As someone who spends far too much time looking at sportswear, I think it's the most interesting British sportswear story in a generation. Here's how it happened, why it worked, and the Montirex pieces worth buying right now.
Where Montirex started: three t-shirts in Kirkby
Montirex was founded in 2019 by two mates, Daniel Yuen and Kieran Riddell-Austin. According to the brand, it started in a kitchen in Kirkby, just outside Liverpool, with three t-shirts. One of them carried a bold, colourful print that would become the Trail pattern, and it took off across Liverpool before the pair had even moved into their first 300 sq ft office.
What started part-time became a full-time business by March 2020. The brand added its first big stockist, Footasylum, the same year. From there it grew quickly:
- 2021: a women's range launched in September and a junior range in October
- April 2023: Montirex went into JD Sports across the UK and Ireland
- December 2023: a move into a new Liverpool headquarters with around 35 staff
- 2024: the first Montirex store opened in Liverpool ONE, and the brand launched The Montirex Foundation to support grassroots sport
- November 2025: a US launch at JD Sports' Times Square flagship in New York
- 2026: a golf range and the biggest athlete deal in the brand's history
The numbers: how big has Montirex actually got?
This is where "a Liverpool brand doing well" turns into something much bigger. Figures reported from the company's accounts in May 2025 show growth that most brands never get close to:
| Year | Turnover | Pre-tax profit |
|---|---|---|
| 2023 | £33.4m | £3.5m |
| 2024 | £76.7m | £20.8m |
| 2025 (forecast) | ~£130m | ~£34m |
That's turnover more than doubling in a single year, with profit up almost six times. The founders have also said they still own 100% of the business, with no outside investors, which is rare for a brand growing this fast.
Why Montirex exploded: 5 reasons
1. A look you can recognise from across the street
Most sportswear brands rely on a logo. Montirex has a pattern. The multi-coloured Trail print works like a logo you can see from 50 metres away, and it's more distinctive than most swooshes and stripes on the high street. People buy it because other people will know what it is.
2. The full-outfit era
UK sportswear has shifted from "a hoodie and some trackies" to head-to-toe matching sets. Montirex was built for that shift. Almost every jacket has matching pants, shorts or a tee, and Montirex tracksuits and sets are consistently among the most-viewed products on SportSupplyUK. They're the easy answer to "what do I wear today?"
3. Performance at a price that makes sense
The founders set out to offer an affordable, stylish alternative to the global giants. Most pieces have running credentials: reflective detailing, sweat-wicking fabric, DWR coatings and zip pockets. But a full Montirex tracksuit usually costs less than a single jacket from some premium running brands. That combination of real kit at a fair price is the reason people come back.
4. Fighters, not footballers
Instead of chasing expensive football deals, Montirex went all in on combat sports. UFC star Leon Edwards was at the launch of the Liverpool ONE store. The brand has backed British boxers including Dalton Smith and Giorgio Visoli. In May 2026 it signed its biggest deal yet, an exclusive long-term sponsorship with UFC champion Ilia Topuria. He was unbeaten when the deal was signed and has more than 14 million Instagram followers. Fight fans are loyal, and they buy the kit their fighters wear to training.
5. Getting into the right shops at the right time
Footasylum in 2020 and JD Sports in 2023 put Montirex in front of millions of shoppers who'd never have found a small Liverpool label on their own. Its own store in Liverpool ONE and its US debut in Times Square followed. Each step made the brand look bigger. That made more people want it, and that made the next step possible.
The best Montirex pieces to buy right now
These are the pick of the newest Montirex arrivals on SportSupplyUK, from an easy entry-level tee to the jackets worth saving up for.
Montirex Trail Windbreaker – Blue/Light Blue
£69.99
The latest version of the jacket that made Montirex famous. It has a DWR weather-resistant coating on the Trail panel, reflective detailing, front zip pockets and an adjustable hood. If you only own one Montirex piece, make it a Trail windbreaker.
Montirex Trail Panel Running Pant – Blue/Light Blue
£59.99
The matching pant for the windbreaker above. It's made from a lightweight, fast-drying woven fabric, with the Trail back panel, reflective detailing and zip-adjustable hems. Wear the two together and you've got the classic Montirex tracksuit.
Montirex Torrent 2.0 Jacket – Blue/Navy
£69.99
The Torrent is back as a 2.0. It's made from stretch woven fabric, with an adjustable hood, zip chest and body pockets, and contrast panelling. It's a smarter take on the Montirex look that works as well on the school run as on a run.
Montirex MTX Run Vertex Windbreaker – Black
£79.99
From the running-focused MTX Run line. Laser-cut perforations and a mesh-lined back vent keep it breathable, it packs into its own bag, and the reflective colour-pop artwork stands out on dark mornings.
Montirex Arcs 2.0 Down Jacket – Blue/Navy
£109.99
The winter pick. Responsibly sourced down fill, a DWR weather-resistant coating, reflective features, an adjustable hood and a ski-pass pocket on the sleeve. It's built for proper cold, not just the walk to the car.
Montirex Golf Hybrid Jacket – Navy/Blue
£139.99
From Montirex's new golf range. PrimaLoft® Gold Active+ insulation gives lightweight warmth, and stretch jersey panels let you swing freely. It's just as good off the course.
Montirex Trail M Logo T-Shirt – Black
£29.99
The easiest way into the brand. A soft cotton-blend tee with a bold front graphic and branded back neck tape, at a price that makes it an easy add-on to any order.
Montirex Fly 3.0 Short – Teal
£34.99
The latest Fly short, with a 7-inch inseam, stretch fabric, a branded elasticated waistband with drawcords, and reflective detailing. It's a proper running short that's comfortable enough to live in all summer.
Browse the full range: all Montirex, tracksuits & outfits, jackets, t-shirts, shorts, trousers and junior.
Montirex FAQs
Where is Montirex from?
Montirex is a British sportswear brand from Liverpool. It was founded in 2019 in Kirkby, Merseyside, and is still headquartered in Liverpool.
Who owns Montirex?
Montirex was founded by Daniel Yuen and Kieran Riddell-Austin. As of 2025 the founders said they still owned 100% of the business, with no outside investors.
Is Montirex a good brand?
For most people, yes. Montirex makes performance-focused kit with reflective details, sweat-wicking fabrics and weather-resistant jackets, at prices generally below the biggest global brands. Its growth to a reported £76.7m turnover in 2024 shows how many people agree.
How much is a Montirex tracksuit?
A full Montirex tracksuit usually costs around £120 to £130. For example, the latest Trail Windbreaker (£69.99) and Trail Panel Running Pant (£59.99) come to £129.98 together on SportSupplyUK. T-shirts start from around £20. See the latest Montirex tracksuits and outfits.
Does Montirex do women's and kids' clothing?
Yes. Montirex launched a women's range and a junior range in 2021. You can shop Montirex junior here, with more women's styles coming soon.
The verdict
Montirex hasn't grown by accident. A pattern people recognise, full outfits at sensible prices, real performance features and smart choices about who wears it have taken it from three t-shirts in a Kirkby kitchen to one of the UK's fastest-growing sportswear brands. If you haven't tried it yet, the Trail M Logo tee is the easy starting point. If you already own some, the Trail Windbreaker and matching pant are the upgrade.
Sources: company figures as reported by FashionNetwork and TheBusinessDesk (May 2025); Montirex; Sedulo; TheIndustry.fashion (Nov 2025, May 2026). Prices correct at time of writing.