Throwing Fits The Jackie McKeown Interview with Throwing Fits
Dec 1, 2025
Jackie McKeown, the creative mastermind behind Literary Sport, explores the intersection of performance and lifestyle in activewear. She dives into the unique appeal of minimal designs and why most casual runners don’t need high-tech gear. The conversation touches on Toronto slang, her experiences styling Drake, and the challenges of collaborating with her life partner. Jackie also shares insights on fabric sourcing, the importance of storytelling in branding, and her vision for modular clothing that blends functionality with style.
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Running-Led, Lifestyle-Focused Approach
- Literary Sport was built from a runner's perspective but intentionally blurs running-specific performance with everyday lifestyle garments.
- Jackie designed pieces to look tailored and wearable off-run to fill a gap in minimal, less-branded activewear.
Don’t Overbuy Technical Gear
- Don't believe you need high-performance fabrics for casual weekend running; basic shorts and a tee often suffice.
- Reserve technical gear for long or extreme efforts where materials clearly improve comfort or performance.
Signature Fabric Creates Brand DNA
- Jackie favors a quiet, crinkly Japanese nylon that reads refined and ninja-like for running and tailored shirts.
- Small fabric choices become signature elements across seasons.