Runaway, the lifestyle brand known for emblazoning t-shirts and hats with the Bull City moniker “DURM,” has announced its final collection.

The brand announced on its website Monday that “this January, our run comes to an end” after seven years and fifty-four collections. 

Runaway was born in a dusty basement with one goal; create the life we wanted to live, founded in our passion for clothing, art, music and Durham subculture. Fast forward 7 years and HOLY SHIT WHAT A MAGICAL RIDE.

This January, our run comes to an end. Don’t worry we’re not bankrupt or in legal trouble, it’s just time for our team to shift creative energy to chase dreams new and old. But in the meantime it’s business as usual, grinding harder than ever to release our final collection. One last salute to this fucking amazing place we call HOME.

This isn’t a sad goodbye, more of a drunken cheers to all the kids from Durham that make something positive out of nothing. The love this city gives is endless. Thank YOU for the best times of our lives. We’ll continue to carry Durham’s message worldwide, hopefully inspiring a few kids along the way. Forever grateful. Forever running. Forever DURM.

Runaway was founded in 2011 by visual artist Gabe Eng-Goetz and in 2016 opened its flagship location in downtown Durham. Eng-Goetz says the downtown store and online store will remain open until January, and Runaway will continue to wholesale some tees from its DURM collection to retailers. 

Lifting up the city’s history and diversity is part of Runaway’s DNA. 

Items from the DURM collection – shirts, socks, hats and jerseys aimed at “encouraging people to ‘say it like you’re from here’” – have become coveted markers of Bull City pride. But more than that the brand brought together Durham’s entrepreneurial, tech and art scenes in both its online and downtown presence, hosting art exhibits, documentaries and collaborations with other local brands and artists

“Anyone the brand speaks to is welcomed with open arms,” Eng-Goetz told the INDY when the store opened, “whether it’s the grandma buying organic vegetables at the farmers market or your sixteen-year-old skater at the skate park. As long as our intentions are authentic, and it speaks to the people buying it, then I’m all about it.”

Its flagship store downtown has been a popular spot during Durham’s Third Friday events. Runaway produced and hosted original online content, including a recent web series called “Hype” that was made with a local cast in Durham about Durham. Among its many collaborations: a T-shirt for Gonza Tacos y Tequila, a capsule collection and IPA with Ponysaurus, uniforms for the Durham Bulls baseball team and Moogfest merch.

Runaway will debut its final collection November 30 with a Winter ’18 runway show and after-party.