Montirex Goes Behind the Brand With an Unfiltered 4 Episode YouTube Series

Montirex is turning its growth story into content with Behind the M, a new four part YouTube documentary series that traces the Liverpool brand’s rise from three T shirts to a global sportswear operation. The project arrives as Montirex cements its position in the UK performance and streetwear market, using long form video to deepen its connection with runners, gym goers, and young fans who already wear the gear.​

From Kirkby to Global Factories

The series follows founders Daniel Yuen and Kieran Riddell Austin, who started Montirex in Kirkby while still working full time jobs, building the label from two friends, one laptop, and zero design background into one of the country’s fastest growing sportswear brands. 

Episode one, titled Built from Nothing, looks back at those early days, the first tracksuits that kicked it all off, and the moment they realised they were outselling bigger names online.​

Across the four episodes, viewers see how the brand scaled from local drops to partnerships with factories worldwide, while still rooting its identity in Liverpool’s community and football culture.​

Pressure and Purpose

Montirex frames Behind the M as an honest, unfiltered view of what it takes to run a modern sportswear brand, including the pressure, missteps, and personal toll. In the trailer and first episode, the founders talk openly about stress, a load of grey hairs, and the reality that building a label at this pace is very stressful even when things are going well.

The Montirex Foundation and the brand’s focus on men’s mental health, tying its commercial success back to community work that matters to the founders personally.​

Format, Release, and Where to Watch

Behind the M runs as a four part series on the brand’s official YouTube channel, with a dedicated trailer and episodic roll out beginning February 5, 2026. Episodes mix interviews, archive footage, and behind the scenes footage from design sessions, shoots, and community events, aiming to feel closer to a mini doc than a traditional campaign video.

Montirex is supporting the launch with social snippets on Instagram and TikTok, using short cuts from the series to drive viewers back to the longer YouTube edits.

Why This Matters

For a still young brand, committing to a docu style series is a clear signal that Montirex sees storytelling and transparency as part of its competitive edge against larger, more established players. It also fits a broader pattern across performance and sneaker brands, where founders and athletes increasingly use longer narratives, not just product drops, to build trust and community.​​

For runners, gym fans, and emerging label watchers, Behind the M offers both a playbook and a reality check on what scaling a modern sportswear brand actually looks like in 2026.