The fast-rising Liverpool sportswear brand’s new four-part YouTube series delivers an unfiltered look at building a brand from the ground up
February 2025 – UK sportswear brand Montirex announces the launch of ‘Behind the M’, a new behind-the-scenes YouTube series offering an honest, unfiltered look at the journey of two founders who started with belief, graft and the backing of their community.
More than a traditional brand story, ‘Behind the M’ explores what it really takes to build from the ground up: the big decisions, setbacks, mindset shifts and the people behind the progress. Rooted in Montirex’s belief that the brand has been made by the people around it, the series shines a light on the collective effort behind its rise.
Born in Liverpool, Montirex has built its reputation by doing things differently. By staying closely connected to its dedicated community and those who backed the brand from day one, the company has prioritised listening first, learning constantly and creating products shaped by the people who wear them, rather than chasing short-term hype.
The series marks the first time Montirex has opened its doors in this way, documenting the realities of scaling a modern UK sportswear brand in a fiercely competitive market dominated by global sportswear heavyweights, while staying committed to long-term vision over quick wins.
Series One, spans four episodes, available on YouTube here.
- Episode One: The founders’ origin story, offering a candid look at how Montirex began and the early grind behind building the brand.
- Episode Two: Inside the athlete roster, exploring the brand’s distinctive partnership approach and the relationships behind its ambassadors.
- Episode Three: A spotlight on the Montirex Foundation and its growing community impact.
- Episode Four: A closer look at the culture driving the brand forward.
At its core, ‘Behind the M’ reflects Montirex’s belief that no brand, business or movement is built alone. The series celebrates the collective force behind the logo, from the internal team to the city that shaped it and the community that continues to fuel its momentum.
Speaking about the launch, Montirex co-founder Danny Yuen said: “We founded Montirex after identifying a gap in the market for high-quality sportswear that looks great, while at an accessible price point. Everything we’ve achieved has been made possible by the people who believed in us from the very beginning. ‘Behind the M’ is about sharing that journey authentically and bringing our community along with us.” This has never been short term for Montirex founders Daniel Yuen and Kieran Riddell-Austin.
They are building something designed to last, staying grounded in community while continuing to push the brand forward. Please see the currently episodes: https://www.youtube.com/@montirex/videos. For more information about Montirex, please visit www.montirex.com.
About Montirex
Montirex was founded by lifelong friends Daniel Yuen and Kieran Riddell-Austin in 2019, arriving in response to a lack of competitively priced, quality sportswear in the market. Since then, the brand has gone from strength to strength, working with boxing and MMA stars and becoming a major sportswear player. Montirex is now entering an exciting period of growth, with new products, new partnerships and new stockists on the horizon. With a commitment to pushing boundaries and innovating the sportswear world, Montirex is making big moves to consistently challenge the status quo.
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