In this engaging conversation, Justin and Elliot Madsen discuss the inception of Folklore, a unique trail running apparel brand that emphasizes creativity, storytelling, and vibrant designs. Elliot shares his journey from a marketing background to creating a brand that stands out in the running community. The discussion touches on the importance of color in running gear, the challenges of sustainability in the industry, and the personal touch that Elliot brings to his brand. They also explore the creative process behind Folklore's engaging video content, highlighting the fun and inclusive nature of running. In this engaging conversation, Folklord shares insights into his journey of building a unique brand identity centered around trail running and community engagement. He discusses the evolution of his running habits, the importance of gear, and the joy of connecting with fellow runners. The conversation highlights the significance of storytelling in the running community and the personal experiences that shape one's passion for the outdoors. 

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