Antoine from Handshake: the runner behind Brussels’ coolest running store.

If you’re from Brussels and you’re into running, chances are you’ve already heard whispers, or shouts, about Handshake, the new premium running store on Rue de Namur. More than just a retail space, it’s a haven for those who live at the crossroads of performance and style.

We’ve known Antoine, the founder, for quite a while and were lucky to collaborate with him on some merch for the store’s launch. In the process, we decided to ask him to talk about his story, the meaning behind Handshake, and what it really takes to merge sport and fashion in a city like Brussels.

Hi Antoine! Can you introduce yourself and tell us how Handshake came to life?

“Hey, I’m Antoine, founder of Handshake. I have always worked in the fashion retail world for brands like Samsøe Samsøe, American Vintage, Uniqlo… But running has always been a long-time passion. The idea for Handshake came when I realized I wanted to stop working for a company and start building something of my own.

I also noticed that many of the running brands I loved were simply not available in Belgium. There wasn’t a space to try them on, feel the product, or really engage with the culture around them. So, I decided to create it.

At the same time, the Belgian running scene was starting to evolve, with crews like Carbon Athletics (which I co-founded with Leopold de Vaucleroy), Cadence (founded by Max Van Santen), and Octane Racing (by Vincent Ghyssens) blooming. There was energy. And I think Handshake was the missing part of that scene."

What sets Handshake apart from other stores in Brussels?

“The brand curation, first and foremost. We propose products you can’t find anywhere else in Belgium. Then there’s the connection to the local running community because of my close link with them. And finally, the space itself. It’s designed to feel intentional and different, with authenticity at its core.”

How do you pick the brands and products? Is there a guiding philosophy?

"I work closely with my business partner Hans Tollet. He’s got a strong background in fashion and is also a dedicated runner. We’re also complementary because he’s more into trail, I’m more into road. Together, we try to follow our intuitions as much as possible. If something is hyped but we don’t believe in it, we pass. Most of all, we care about quality, technicality, and style, and we won’t compromise on any of those three aspects.

Also, every piece in the store is made for running. That’s non-negotiable, even if now, the line between sport & fashion is thin. That’s why we exist at the intersection of performance and fashion, but always lean toward what’s built by and for runners."

How do you merge performance and style so naturally?

“First of all, because today, they are closely linked. We’re seeing the line between technical and lifestyle blur more than ever. Caps, shoes and now technical gear, they’re built for running and for everyday wear. Brands are increasingly drawing inspiration from fashion shows. This is directly reflected in their collections, which are now designed to be both high-performance and stylish. The best brands embrace this shift. They pull from fashion, but remain rooted in function.

Second of all, because they’re both forms of self-expression too. Running isn’t just about kilometers, it’s about how you feel while doing it. And what you wear plays a role into that. It can motivate you, empower you, and reflect your identity as a runner.”

What kind of feeling do you want people to get when they walk into Handshake?

“Curiosity. I want people to feel something when they enter my store, even if they don’t understand it immediately. I want them to touch the product, explore, ask questions. And ideally, leave with a new perspective. If someone walks out of the store with a new insight, a story, a brand discovery, and ideally a shopping bag too (haha)… the job is done.”

The name Handshake is unique. What’s the story behind it? And how did you developed the brand from there?

“It just came naturally to Hans and me. A handshake is simple, uplifting and human. It represents respect, connection, beginnings. And in running — and in sport in general — there’s that moment after a tough session when you give your crew a high five or a handshake. That shared energy, that mutual understanding. That’s the spirit we wanted to capture.

The entire visual identity of the brand was crafted by my friend Baudouin Willemart, who truly captured the essence of what I had in mind and translated it perfectly into a strong, modern identity. It’s clean, modular, and always in motion. Just like the spirit of running itself. Even our chronometer logo — H:RS’00’’ (for Handshake Running Store) — reflects rhythm, progress, and time. And yes, in case you missed it, those are also our initials.

For the store design, we wanted something sharp and intentional, even within a small space. Our aim was to merge contrasting atmospheres, street and urban with an outdoor and trail spirit, raw yet warm like a chic boutique. We chose iron to echo street concrete and wood to bring warmth and a nod to nature. Ripstop fabrics, inspired by camping tents and waterproof trail gear, and glass bricks add distinctive touches that catch the eye and invite exploration. The concept was perfectly brought to life by our friends at Bim Bam Boum Studio, who turned our vision into a bold, functional space.”

What are your go-to brands right now that balance movement and style?

“Satisfy is for me the perfect example. They mix technicality with a unique rebellious identity. Norda creates ultra-performance trail shoes that also look amazing. District Vision balances mindfulness, performance, and design like no one else. And On continues to innovate with clean aesthetics and high-function products. These are my go-to’s right now and brands you can find in the store.”

Let’s talk about the merch! How did this collaboration come to be?

“It was super organic too. I’ve known the team at Merchery for years, we’ve worked together on Carbon Athletics gear too. I trust their process, and overtime, I got to connect directly with Simon. He’s very aligned with our values and he’s super picky — in a good way — about fits, fabrics, shapes, materials... all the details that matter.

Together, we designed a small, complementary line: tees, long sleeves, hoodies, caps, bottles, … simple pieces that don’t compete with the brands we stock at the store. That was key, we didn’t want to cannibalize our mix, just offer something that fits with it.”

What’s next for Handshake? Any big dreams on the horizon?

We're just getting started! But we’ve got a lot in the pipeline haha. Community events, activations, seasonal drops… But long-term, I’d love to build a full in-house line we could sell in other concept stores across Europe. Stores like Haven in Vancouver or Brother Brother in LA have done this beautifully. That’s the kind of evolution I dream about.

What advice would you give to someone trying to turn their passion into a business?

“Be obsessive. Care about the details, even when no one’s watching. Build something you’d personally want to experience. Take your time, don’t rush. It takes time to build nice things, and things you like yourself. And most of all: surround yourself with people who inspire you and you think are better than you.”

If you’re in Brussels, we highly recommend stopping by Handshake to experience it for yourself. The space, the story, the selection, it all speaks to a new era in running culture. Also check out his online shop he just launched : www.handshake-running.com

Big thanks Antoine for sharing your vision with us.