Throwing Fits: The Jackie McKeown Interview – Summary & Key Moments

Podcast: Throwing Fits
Episode: The Jackie McKeown Interview
Date: December 1, 2025
Guest: Jackie McEwen (Creative & Design Director, Literary Sport)
Location: New York City

Episode Overview

This episode features an in-depth conversation with Jackie McEwen, creative and design director of the Toronto-based running/lifestyle brand Literary Sport ("LitSpo" for short). The hosts and Jackie dive into the evolution of modern activewear, the rise of "run club" culture, blending lifestyle and performance design, Jacquie's personal style and inspirations, and balancing growth in a crowded market. The tone is irreverent, sharp, and playful, with plenty of inside fashion/scene jokes, but also delivers rich insight into the realities and philosophies behind building a cult brand.

Main Themes & Discussion Highlights

1. Jackie’s Personal Style and What She’s Wearing (01:21–05:21)

• Jackie arrives not in running shoes but "comfortable loafers." She emphasizes her approachability and humor regarding style.
• Outfit details: Literary Sport half-zip in plaid (Fall 26), running cardigan, vintage Gap khakis, Senna loafers, Literary Sport lifestyle tee, possibly Comme Ci socks, thrifted handmade polar fleece hat, vintage Armani coat (thrifted by partner's mother).
• Notable Quote:

  "I probably could have run here in these loafers, but it was a leisure stroll." – Jackie (01:25)

• Chat about collecting 90s Gap and vintage Eddie Bauer pieces for both the quality and nostalgia.
• Accessories run-down, including rings by local designer Sarah and heirloom jewelry gifted by her partner.

2. Running Culture, Performance Apparel, and the "Run Club" Phenomenon (05:27–21:30)

• Jackie explains she's done half-marathons, hasn't run a full marathon yet, and doesn't see herself as a competitive runner.
• Discussion on why people are drawn to running and run clubs—including social aspects and even their role as dating scenes.
• Run Clubs: Jackie sympathetically criticizes the design bro/dude heavy, sometimes "pervy" or try-hard energy at some clubs, while acknowledging their value as a modern social space.
• Notable Quote:

  "Often it's people who've got no other personality traits... I'm a runner and that's all I've got." – Jackie (20:18)

• Talk on etiquette (don’t litter gel packs!) and the blending of competition with masquerade (e.g., marathon runners in jeans, costumes, or while partying).
• Perspective on the non-necessity of premium performance gear for most amateur runners.

3. Evolution and Philosophy of Literary Sport (Litzpo) (11:34–45:06, 26:00–47:28)

• Jackie describes Literary Sport as born from a desire for activewear embedded with real personal style—“garments that felt more tailored and lifestyle-driven.”
• Many brands (especially men’s) skew aggressively “performance” in a way that feels “bro-y, brutal, and gladiatorial.” Litzpo aims to offer something softer, more minimal, and fashion-forward for a broader, more nuanced audience.
• Jackie’s telling brand description:

  "It's a running brand for people who smoke... you want to rip a cig after a run. It's not so serious." – Jackie (14:32)

• Brand appeals equally to runners and people who just want to look stylish and comfortable.
• Strong emphasis on texture, fabric, and "modular" design: the same pieces often work for both running and everyday wear.
• Significant surprise: the brand’s lifestyle pieces (pants, cardigan) are currently outselling the running category.
  • Litzpo is as much a "fashion brand" as a performance brand.

4. The Power and Intent of Imagery (33:16–39:19)

• Carefully constructed brand imagery is key to Litzpo’s identity—the campaigns, shot mostly indoors, are frequently “still, not running,” bucking activewear tropes.
• This strategy sets Litzpo apart from both the corporate performance giants and the niche "cool guy" outdoorsy crowd.
• Jackie admits the styling—inclusive of her menswear leanings and her partner Fran’s feminine touch—is rooted in their actual personal wardrobes: "It's selfish in a lot of ways... it's just how I want to dress."

5. Fabric, Design, & Product Insights (23:26–25:50; 39:45–43:47)

• Key textile: a Japanese crinkly, sheer nylon—Jackie’s favorite for jackets and shorts for its quiet, non-swishy quality.
• Litzpo is beloved by “fabric nerds,” but the brand is determined not to become too "techie" in its marketing—emphasizing instead a broader universe and aesthetic over hard specs.
• All Literary Sport products are thoughtfully named after poets and literary figures (sometimes by accident with too many "J" names in a season).

6. Navigating Growth and Influence in the Activewear Industry (43:47–47:47; 53:32–56:44)

• Larger brands are already drawing inspiration or directly ordering Litzpo products for reference, sometimes “not even trying to hide it.”
• Jackie sees the key defendable asset as the vibe and language they’ve created, not just the products themselves.

  “You can only make a sports bra so many different ways… but the language we’ve created, the vibe, that’s what they can’t copy.” – Jackie (47:28)

• She’s flattered, not threatened, by “big dog” attention.

7. The Price Point Conversation (47:54–52:07)

• High prices are a result of premium, mostly European or Japanese fabrics and small production runs.
• Jackie and the team are unapologetic about pricing—choosing to sit at the premium end for integrity and quality.
• Fans (especially runners) can justify the cost per wear, given durability and crossover use.

8. Jackie & Fran: Creative Partnership and Brand Operations (61:17–67:08)

• Jackie and her partner Fran, who also runs skincare brand F. Miller, seamlessly share duties in creative direction, styling, organization, and more.
• Their dynamic is described as both "complimentary" and hand-in-glove, balancing Jackie’s creative ideas with Fran’s organizational skills.

9. Fit Checks, Trends, and Pet Peeves (53:32–57:30)

• Discussing the average (and “worst”) running fits—namely, the preponderance of “Clà” hats, tie-dye socks, and over-styled, neon-by-numbers Instagram runners.
• Notable quote:

  “Five-panel supreme hat from 2013… too many panels. One too many.” – Jackie (54:15)

10. Collab Dreams, Growth vs. Niche, & Inspiration (72:05–76:33)

• Dream Litzpo collabs: a running shoe with Mizuno, eyewear with Varnay.
• Expresses selective and restrained approach to collaborations—saying no to those lacking proper alignment.
• Desire to keep Literary Sport special and not scale so fast that the brand’s spirit is lost.

11. Toronto, Drake, and the Canadian Fashion Scene (46:02–51:19; 78:00–96:19)

• Jackie reflects on Toronto’s unique (and sometimes frustrating) scene, its haters and support for homegrown talent, and why Litzpo intentionally doesn't brand itself as "Canadian."
• On Drake's style and wardrobe: Jackie worked on some Nocta campaigns, organized his massive fashion archive, and shares behind-the-scenes stories.
• Notable quote:

  "There's a whole floor—the upper floor is just like, archival closet... racks and racks and racks." – Jackie (80:02)

• Drake’s style is largely attributed to the skill of his stylist, Drew.

12. Personal Questions, Favorites, and Final Thoughts (99:13–end)

• Jackie admits to a shoe addiction (recent pickups include vintage Armani, Senna loafers, Prada mules).
• Routine includes "Pasta Friday" and loafing post-runs.
• She and Fran share a wardrobe, and she jokes that her partner reaps the benefits most.
• Humorously addresses whether they’d ever want Litzpo to become a Nike-sized behemoth (she values staying niche, special, and “nonchalant”).
• Advice for new runners: just get out there and give it a go—running isn’t always fun or painless, but it’s mentally freeing.
• Her most Canadian trait? Relentless politeness.

Notable Quotes & Memorable Moments

• On the Litzpo vibe:

  "It's a running brand for people who smoke...you want to rip a cig after a run."
  — Jackie (14:32)

• On copycat brands:

  "Some brands don’t even hide it… there is quite a few brands that are ordering product."
  — Jackie (45:37)

• On why price points are high:

  "We are spending the time to use expensive fabrics, and because it's a smaller collection, we're not ordering mass amounts..."
  — Jackie (48:03)

• On Toronto slang:

  "I feel like what everybody knows about Toronto is coming from 12-year-old boys that live in the suburbs..."
  — Jackie (10:43)

• On performance “necessity”:

  "You can run a 10k in anything you've got. Like, it doesn't need to be… we're not elites and we're not necessarily dressing elites."
  — Jackie (14:56)

Key Timestamps for Deep Dives

• What She’s Wearing: 01:21–05:21
• Run Club critique & culture: 19:03–21:30
• Core Literary Sport philosophy: 12:00–15:00, 26:00–29:00
• Brand identity, imagery, and naming lore: 33:16–39:19, 57:36–60:00
• On price & production: 47:54–52:07
• Toronto’s fashion scene & Drake stories: 78:00–82:00, 92:00–94:00
• Rapid fire on shopping, dumbest purchase, and guilty pleasures: 97:09–100:23
• Advice for new runners: 102:37–103:32

Final Thoughts

This episode is a must-listen for anyone interested in the intersection of running, subculture, and fashion. Jackie McEwen and Literary Sport present a vision that is nonchalant yet intentional—a rejection of bro-y “serious” sportswear in favor of a modular, real-life aesthetic. The conversation balances industry critique, personal storytelling, and practical wisdom, all delivered in Throwing Fits’ unmistakable tone of self-aware irreverence.

Follow:

• Instagram: @jackiemcewen
• Literary Sport: @literarysport
• Garden Group (Jackie & Fran): @gardengroup

"Just go there. Just walk down, walk down the stairs. Just, you know, one foot in front of the other and get out there."
— Jackie, on how to start running (102:42)

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