ORIGINS
nu.lethics (pronounced "new"-"lethics") represents a new breed of athletic wear built for high performance whilst being environmentally responsible. Founded in 2006 by a group of entrepreneurs and athletes in Alberta, Canada,
nu.lethics has become one of the leading brands of eco-friendly sportswear, by its commitment to environmental issues concerning product development and operations.
nu.lethics is now available in the UK via COMPETITIVE EDGE managed by John Ovenden. He was a talented runner until a spinal stress fracture ended his athletic career. John transfered his competitive edge into working in senior management positions for Reebok, New Balance and Ron Hill before launching his own business selling leisure-oriented products including fairtrade crafts. This raised his interest in marketing recycled and bamboo products and now has found a sporting brand which is eco-friendly.