4T2 and Useful Atelier.
how desire for running and product creation brought us together.
the origin of this partnership started with a simple discovery. joony and lin, owners of Useful Atelier in seoul korea, discovered running. they integrated running as part of their lifestyle. while traveling the world for work and running, they discovered 4T2. we got to know each other through the order joony placed with us as one of our early adopters in korea.
from seoul to paris.
joony and jurian discovered that they shared the interest for running, product creation and building a business driven by passion, vision and authenticity. lin monitored the process with interest and some caution…. what are these guys up to?
the decision was made to meet up in paris at cafe recto verso, owned by friends of lin and joony. the purpose was just to finally meet face to face and of course, do the mandatory morning run through the city. it was in paris that the idea was floated to create products together. why? not sure? how? no clue. it just felt natural.
connecting people and culture.
fast forward, late 2025. tom, our culture connector is off to korea to prepare something critical: the idea to build a joint venture with joony and lin, a true collaboration between our people and companies. while spending time in seoul, tom manages to establish a strong understanding of purpose among both teams; we conclude we will set up an asian road trip with korea as the epic ending, the finish but also the start of something bigger.
we end up doing all of that and more. and as a start, we are launching a special edition of get lost, a tribute to our friends and partners in korea; Useful Atelier is the concept store by lin and joony. the multi-talented couple merging fashion, glasses & optometry, running, coffee and egg sandwiches into an eclectic atmosphere in their beautiful hideout in seoul, korea.
our first joint creation.
why did we select get lost and what’s up with the ‘UA’ stamp on top of the logo of 4T2? what’s the meaning of the text on the bottom eye stay of the shoes? are we launching other products too?
we think there is more to come from this collaboration, this joint venture. we think the culture clash between europe and asia through a korean lense offered by two exceptionally creative people with an eye for detail is a source for good...
gone running.
in korea.
as a celebration, we did the thing we love deeply. on the last day of our tour we ran an amazing trail race in korea at sunrise, together. symbolically, we finished and we refuelled in a local restaurant that served only one meal, no menu. that must have been a sign. one vision, one goal, one meal.
running is ugly,
but you are beautiful.
you can pre-order get lost now,
deliveries second half of january 2026.