July 23 2026

11 Brands Spotted

New and emerging brands, curated by the Thingtesting team

Have you noticed how many people are running, hiking, climbing, or otherwise working out these days? This week, we spotted two brands for the two-legged propulsion crowd. First up: January, founded by industry veteran Wei-En Chang, who spent 30 years developing footwear before launching his own brand. The brand’s debut shoe is a plush, unisex trainer. Next, Edra makes British-designed kit made using high-tech materials. We also spotted affordable-premium activewear brand Mimoa, whose founder is Georgina Rodriguez (Christiano Ronaldo's fiancée), and which sells its designs for €100 ($114) or less. Post-workout, there is Stellar Beauty, founded by 12-year-old golfer Stella Dorazio, which makes skincare for sporty girls, and Doze, which makes Australia-inspired loungewear in LA.

Elsewhere, we have spotted yet another oral care brand, OZEN, vegan leather handbags from Svarian, 100% grass-fed beef tallow by Suet Co, sparkling sodas in flavors like grapefruit and pickle from YEW, and Forest Açai, an Irish brand that sells Brazilian açai sorbets. Lastly, we spotted fragrance house Influxious, whose founder is FragranceTock queen and Sephora Accelerate graduate Funmi Monet.

Want more newness? See last week's Brands Spotted.