Activewear brands from London to Los Angeles are spreading like wildfire, with new aesthetics and performance fabrics to compete with an already booming workout-clothing market.
“It seems like hundreds of fitness fashion brands have emerged this year, globally, and in so many variations,” says Jennifer Bandier, founder of New York fashion-forward activewear store, Bandier. “The increased demand for activewear is driven by general fashion and street style trends, as well as the boutique fitness studio movement. People want options to suit each type of workout,” she adds. Sound familiar?
Click through to browse the latest and greatest on the fitness fashion scene from brand-spanking new designers and labels that are just gathering steam. —Jamie McKillop
(Photo: Strider’s Edge)
Based out of Los Angeles, Body Language Sportswear quickly became known for its young but refined look, and the brand specializes in making one hell of a good muscle tee.
(Photo: Body Language Sportswear)
Created by a former member of Stella McCartney’s design team and based in the Netherlands, Vipe Activewear is just gaining recognition stateside and will have a pop-up on Abbot Kinney in Los Angeles starting April 3. Expect simple, girly cuts with an athletic edge.
(Photo: Vipe Activewear)
Graced by Grit launched out of San Diego last year with athletic-minded clothing for everything from indoor cycling and CrossFit to stand-up paddleboarding. Bonus: Every clothing item comes with a whistle so women feel safe when working out.
(Photo: Graced by Grit)
Designed in London and inspired by sunny California landscapes, Strider’s Edge is a high-performance line with discreet details like ruching and subtle prints that create serious fitness wow-factor.
(Photo: Strider’s Edge)
The brainchild of singer Carrie Underwood, Calia just launched this month and is exclusive to Dick’s Sporting Goods. Expect feminine floral prints and thoughtful touches like sports bras with hook-and-eye closures for easier, faster post-workout showering.
(Photo: Calia by Carrie Underwood)
One of the most fashion-forward brands on the activewear market, Out Incorporated is designed by former Lorna Jane and Sephora executives. The models and marketing are meant to look fitness avant garde. The label also separates itself with a sleek minimal aesthetic and muted earth tones.
(Photo: Out Incorporated)
Emerging out of East London last year, Air Food Water Gym is meant to mimic a “Muscle Beach-’80s gym vibe.” All of the materials are eco- and ethically friendly (including sweat-wicking fabrics, a rarity). And while right now it’s just t-shirts, a full collection is set to launch later this year.
(Photo: Air Food Water Gym)
The Upside was founded by Australian fashion icon Jodhi Meares, and is just taking off in the US. You’ll find playful use of the positive logo, prints like polka dots and stripes, and sexy-sporty silhouettes.
(Photo: The Upside Sport)
Originally a swimwear brand, Varley just launched a full activewear collection that marries California ease with elegant European style (the founders split their time between London and Los Angeles) and includes lots of animal prints.
(Photo: Style PB)
A ready-to-wear brand known for its leggings, Lyssé Active just debuted a dedicated activewear line with compression leggings, gauzy tops, and workout wraps.
(Photo: Lyssé Active)
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