With boutique fitness showing no sign of abating, we’re all loyal to one (or two) particular classes – and we all have that friend who won’t shut up about which one is the best. Now, you can wear your tribe, thanks to the rise in branded apparel from a number of outlets.
Branded clothes is part of the all-encompassing athleisure market, and knowing clients want to wear the clothes as much as take the classes has been profitable. Soul Cycle does all its production in-house, releasing scores of new designs regularly. With Soul Cycle due to open any day now in Fitzrovia, it won’t be long before Londoners are rocking tee’s adorned with that recognisable bright yellow wheel. According to Glossy, 2015 saw SoulCycle made $18 million of revenue from retail sales, out of $112 million total – a significant amount.
Wearing your tribe makes your feel like a part of something, and proudly wearing signs of working out is no bad thing. If you want to get involved, here are the workout studios putting forward some seriously cool gear.
Alice Ramshaw, director of training at Body By Simone, says, “having studio apparel helps fosters a sense of community. These pieces will often be made of lightweight or sweat wicking fabrics, perfect for working out in, or will be the perfect cosy pieces to throw on after a sweaty workout to keep warm.” Try The Body Tank or the Trucker Hat.
This branded wear is loved by clients and staff alike. “We definitely see our clients buying our branded wear over just regular activewear when we have it at the studio. It really sets our community vibe which is a huge focus for me to promote as a brand owner,” says founder Ashley.
Frame in Fitzrovia is a great hangout even if you’re not working out, with great snacks and magazines lying around. Naturally, its Move Your Frame gear is seriously cool, not to mention functional and hard-working. We love the Olu cross back unitard – it looks just as good at brunch as in the studio.
Boom Cycle’s apparel sales have increased by 64 per cent since last year and has been its biggest growth area. It offers everything from leggings and sweatshirts to crop tees. “Creating Boom Cycle branded clothing was an obvious choice for us,” says co-founder Hilary Rowland. “If a brand or community has a positive effect on how you feel of course you want a continuation of that feeling whenever possible. Wearing branded clothing is one way to achieve that continuation; another way to represent what you stand for. We wanted our riders to have another way to take the Boom feeling with them outside of the studios; to empower them when they’re not riding.”
Barrecore’s latest activewear collaboration launched in spring 2019 with Jilla Active. Focusing on both functionality and versatility, it enables Barrecore clients to move from Barre to Bar in style. Each piece comes in pretty pastel colours and features the Barrecore logo in standout gold print. We like the pink jumper and purple leggings.
At Flykick, gloves leads the way – having your own pair of blue and white gloves is at cool as it gets, or you can opt for the limited edition Flykick x Pride boxing gloves – proceeds go to The Albert Kennedy Trust to help homelessness within the LGBTQ+ community. Another of Flykick’s popular product ranges is the body care – they are Australian sandalwood and they smell incredible. We also like the sports bra and baseball cap, while its leggings hug you in all the right places.
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Charlotte is a London girl through and through. She sweats through spin and puffs through Pilates to justify trying the latest restaurants and devouring copious amounts of sweet potato fries, burrata and bread – preferably on holiday. Her favourite destinations include Italy, the Maldives and anywhere where the sun’s shining and there’s a strong breakfast buffet. She’s obsessed with walking, visiting farmers’ markets and reading. She’s also learning to cook. Wish her (and her husband) luck.