Liam Jones, founder of Cardiff-based clothing brand Overseas Apparel, completed a 220-mile run from Anglesey to Cardiff Bay over five days to raise funds for Cardiff Food Bank. The challenge, which took place in August, has so far raised 800 meals toward a target of 1,000.
A brand built on community
Jones, 29, from Pentwyn, launched Overseas Apparel in 2016 after finishing a foundation art course. The name originated in a Year 10 chemistry class. His goal was to produce "sustainable, ethical and affordable clothes for anyone and everyone."
The brand began with a three-month pop-up shop in Duke Street Arcade, later moving to High Street Arcade for five years before settling in the Royal Arcade, where it remains today. Alongside the clothing store, the brand hosts a run club and regular events.
Charity challenges and community support
Each year, the store undertakes a major fundraising challenge. Previous efforts include cycling 2,200 miles on a stationary bike over 14 days for Velindre Cancer Centre, and a 1,328-mile cycle from Scotland to Cardiff in 2024, raising money for 2Wish, Unicef, and The Rescue Hotel.
This year, Jones ran from Anglesey's Coronation Tower to Cardiff Bay's Norwegian Church, covering 220 miles in five days—the equivalent of a double marathon per day. Before the run, he pushed a 93kg trolley of produce and toiletries 3km to the food bank as a warm-up.
Raising meals and awareness
Jones said the food bank contacted the brand seeking support. "They said that they were struggling a little bit, and they wanted to get some support," he explained. The store added a collection box for produce, and donations can also be made online.
Cardiff Food Bank has responded positively to the support. Jones noted, "They're absolutely buzzing. They're super supportive and they're chuffed with all of the kind of awareness and support that they've received from it."
Jones praised the local community's backing during the challenge. He said, "I'm in debt to all those customers, and all those people, friends and family who've supported, and the guys helping me on the run." Looking ahead, he plans to rest before considering future challenges, adding, "I don't think I'll ever push myself as hard as I did on that one, I probably will at some point."
