Sleep when you're dead.
That's ultra-distance athlete Matt Pritchard's philosophy. Though it wasn't always gruelling endurance events it drove him into.
Matt's always been a daredevil. He made his name as a pro-skater before becoming a stuntman and one quarter of MTV's Dirty Sanchez.
Now a brand of its own, his 'SWYD' mantra first came about during his days of non-stop partying while touring with Sanchez, when he literally refused to go to bed for days on end.
But when the show finally ended in the late '00s Pritch was itching for a new "buzz", and eventually found in ultra-distance cycling, running and triathlon.
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Just under a decade later and he's now conquered some of the toughest endurance challenges in the world.
His most recent events include a triple continuous Enduroman - which he finished in third place - and completing 30 half Ironman triathlons in 30 days. And he's raised thousands for charity along the way.
Pritch is the epitome of a badass. So we were stoked to create some pieces with him to help support his 100k charity challenge. We wanted to pay tribute to his 'live life to the full' mentality. The SWYD + Attacus Collection is that tribute.
The original tattoo-inspired design on our T-shirt was drawn by badass illustrator Sam Dunn. Emblazoned with his mantra, both the top and the cycling socks are a reminder to grab life with both hands- whether on or off the bike.
£8 from each T-shirt and £4 from each pair of socks sold will be donated to Pritchard's 100k challenge.
We spent the weekend with Pritch finding about more about his journey from party animal to ultra endurance athlete. We got a tour of his house, a look at all his badass memorabilia and an amazing insight into what makes him tick.
We also spent some time at his tattoo and barber shop and met a couple of rather strange characters as we put the finishing touches to the collection.
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