Built. Not. Bought.
Gym and everyday wear from Saul Todd. Printed and embroidered in Goole, East Yorkshire. First drop coming soon.
Drop 01 · 44 numbered hoodies · shoot 4 Nov
The proof
I'm Saul. I'm 44, a single dad, and I run my own business in Howden, where I've spent 19 years fixing other people's problems.
Then I started fixing me. Four gym sessions a week, a sub-20 5K to chase, and a daughter who watches what I do more than what I say. None of it was bought. All of it was built, one session at a time.
Anyone can say what they plan to do. I'd rather put the work in and let it show.
Every time I looked for kit that felt like that, it was either loud or generic. PROOF is the quiet answer: heavyweight pieces with one idea behind them. Built. Not. Bought. The work is the proof.
Music came first. I learned to mix on vinyl at 13, and it never stopped: DJing, producing, a pirate radio station in Howden and underground raves. Then I took it on the road to the northern clubs. Gatecrasher in Sheffield, Sankeys and Bugged Out in Manchester, and all-night events across the world. The drink and the drugs came young, and for years they were the soundtrack. By the time cocaine and vapes came in, I didn't think of it as a problem. It was just life.
I was a gym freak the whole time. In 2010 I came 5th in the Men's Health cover model competition. I trained hard, looked the part, and still partied harder. Two lives ran side by side for years.
Now I'm 44, I train four days a week, I'm chasing a sub-20 5K, and I'm a single dad who wants his daughter to see what it looks like to choose yourself.
That's why PROOF exists. It isn't a lifestyle I bought. It's one I built, and the work is the proof.
Out in all weather · East Yorkshire · Oct 2026
The look
Concept renders while the real photos are shot. The final pieces may differ slightly in detail.
The range
Artwork previews for now. Product photos follow after the photoshoot.
The range
Concept flats, not final samples. Real product photos follow the 4 Nov shoot.
Black and white only, with the PROOF logo big across the chest. The red underline is the one colour.
Concept flats · not final samples
Small mark on the chest, a full-back print with the logo sitting on a big background graphic. Street is graffiti, Garage is pinstripe and Ink is tattoo flash. Same PROOF logo, different attitude.
Concept flats · not final samples
The heavy line. Solid heavyweight pieces in four tonal colours, with branded hardware and a small matching badge.
Concept flats · not final samples
Storyboard
From one word to the back of a hoodie. This is the real work, in order.
When you're sat alone in the dark, I'll come sit with you.
Something someone once said to me. It's why PROOF exists.
First access
The launch date goes to the people on the list before it goes anywhere else. Send "PROOF" and I'll add you.
One message. No spam. You hear it first.
Latest
The first PROOF post: the devil and angel back print for Drop 01. Every post goes up on Instagram first, so that is where to watch it build.
See it on InstagramFollow
Training, behind the scenes and the launch date go up on Instagram first.
@saultodd