What does ERRANT mean?

Often when we talk to people we are asked how to pronounce "ERRANT", which can be done in many ways. We pronounce it ourselves as you would do it in English [er-uhnt], but most people also say [errandt] which is the pronunciation that is just to the right.

But besides the actual pronunciation of our name, many are also interested in what ERRANT actually means. The classic thing is that it is a contraction of letters in names or has some kind of funny story behind it. A contraction from our names, I can reveal that it is not, for the simple reason that we are not big fans of that solution and that Mads, Rasmus and Christian are not a good combination - that is, when we speak names 😉

ERRANT, on the other hand, has a meaning that most people with a quick Google search would say was negative - but we have chosen to focus on the positive meaning we also believe lies in the word. ERRANT can mean deviating from the regular or proper course , which we believe we do and want with the brand. We would like to deviate in a positive way from what other brands are doing - which is both evident in our product and in our marketing.

To keep it short, I will only give two examples. In relation to our sneakers, we differ from other brands in that we are "Direct-to-consumer", which means we skip expensive middlemen and can thus offer higher quality at a lower price. In our marketing, like so many others, we also try to convince people that our product is perfect, but the angle with which we do it also tells us that it does not change the consumer. You neither become a superhero nor avoid problems in your everyday life - but you look and feel perfect while doing what you usually do 😉

Read more about our trip here .