WOLACO Press Page

Founding Story:

With just 40 minutes to squeeze in a run after work, WOLACO founder Terry White reached a tipping point. The pre-workout checklist had grown too long – keys, credit card, phone, and headphones – he was fed up with the “process.” As a former athlete, those 40 minutes were his time to release – to let go for the day – and he was being held back. Cue the cliché conversation with roommates, cramped in a NYC apartment, and the concept of the North Moore Short was born: the definitive, all-in-one answer for carrying keys, cash, and a phone. Terry was determined to create a product that emulated its birthplace of New York City - be the best, and look good doing it.

12 prototypes later, WOLACO began in earnest in 2014 with a Kickstarter campaign (an Editor's Pick, btw) for the original North Moore Short. Since then, we’ve continuously upgraded our patented design, and have expanded our product offering across the athletic wear spectrum. 


The Brand Mission:

Our mission is to deliver great fitness apparel that innovates in design and function, and our brand serves to inspire the next generation of active, urban-based professionals. Our apparel and our values are built according to the belief that being your best self starts with your healthiest self.


Current Highlights:

  • Developing a Women's product line, to be released Q4 2017.
  • Sourcing capital in a Seed fundraising round.
  • Gaining traction outside our niche demographic of young, urban males.


WOLACO in the News:

To read our 2014 Press Release, click HERE

See the Kickstarter campaign that started it all.

Men's Fitness
Cheddar TV


Business Insider
Men’s Fitness
The Hustle



Find the WOLACO Team: 





WOLA Media

Contact Email:

Contact Phone Number: 908-358-2356


WOLACO Images:

View and download high-resolution brand photos and logo art on Dropbox.