Press Release

Problem solved for every guy who has ever worked out carrying an iPhone

WolaCo, a new men’s premium fitness brand launches Kickstarter to raise funds.

NEW YORK, NY, (11/3/14) –These shorts might make you say, “wait, how didn’t this already exist?”

A kickstarter campaign launched today for WolaCo, the brand behind the functional performance North Moore Short. Harvard lacrosse alumni Terry and Alex White founded WolaCo to bring a new level of functionality to fitness. Carrying an iPhone during exercise should be effortless, and keeping your valuables safe and dry should be an option. The two pockets in the North Moore Short solve both. After two rounds of internal sales, the young brand will be kickstarting version 2.0 of their North Moore Short.

“There’s a type of guy who works incredibly hard to be the best version of himself. He looks for efficiency where he can, and takes his time on things that count. He cares about the impression he leaves on people around him,” says Terry White. “We’re making clothes for that guy.”

WolaCo’s first product, The North Moore Short, is named after the street in TriBeCa where the original concept was born. The young brand sees these shorts as the wedge they’ll use to gather some footing in the highly competitive fitness apparel space.  

The shorts allow you to carry your iPhone in a perfectly placed hip pocket and give you the option to place your keys, cash or other necessities in an easy to access opposite thigh pocket. Both pockets are water resistant so you can work as hard as you want and your phone will stay dry.

In addition to being highly practical, the North Moore’s are also handsome. “There is a fine line between understated and bland. We’re looking to stay far from bland, a unique hybrid of loud yet conservative,” says Terry.

Alex White says the 400 they’ve sold to their internal network have passed every test they’ve been given. “The North Moore is perfect for any and every sport you could think of. The short is designed with the retired athlete in mind,” explains Alex. “Positive responses from different types of adult athletes have us very excited about this Kickstarter launch.”

“Kickstarter will be a great fit for us as the platform is created to execute product design in a lean way. We know the shorts are smart. Our fans are raving and North More Short version 2.0 will be even better. Kickstarter will allow us to tell our story and get our product into the market at a scale we otherwise wouldn’t be able to achieve,” says Terry.

The shorts will be made in the USA and are said to be retailing at approximately $45.

The Kickstart campaign is set to last until December 3rd. For more information head to

About WolaCo

WolaCo is a brand driven to create value for high-performance men. Pulling premium, form, and function together in a uniquely masculine way, WolaCo aims to become the premier men’s fitness brand.

The brand’s mission is to support, motivate and facilitate the lifestyle of wellness and fitness in men worldwide. Their work aspires to capture the ethos of the modern man; clean, intentional, and motivated. For more information on the company please visit

About the WolaCo Team

Co-Founded by brothers, Terry and Alex White of Summit, New Jersey, Wola-Co’s foundation is lifestyle focused. The White brothers, standout lacrosse players at Harvard University, grew up playing multiple sports and have attributed their success thus far to the discipline learned playing and preparing for sport.

It was while living and working in New York City that Terry realized the need for increased functionality in his performance apparel and drew up the first sketches of the North Moore short. Alex, still in college and preparing for his lacrosse season at the time, agreed that the short would be practical for him as well.

The rest, as they say, is history.



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