What happens when two women ask the question, "What if we took the everyday woman's streetwear wardrobe, and found a way to make it active?"
The answer is ADay, a chic new fitness fashion brand out of New York City and London that's found its niche by taking staples like a full-body jumpsuit and a white tee and making them out of performance fabrics you're meant to sweat in.
Ostensibly, you'd be able to wear the pieces from morning to midnight, with a workout in between, throughout "a day." (You'll have to figure out how to handle your sweaty, matted hair on your own, though, if your workout of choice is anything like spinning or CrossFit.)
ADay's founders, Londoners Nina Faulhaber and Meg He, first met while working at Goldman Sachs and bonded over a mutual love for boutique fitness.
"What we felt is that we were working and running around and popping into workout classes, but most of the athleisure out there didn't accommodate that lifestyle," He says. "What we wanted was fully active clothing that doesn't look active—it looks like our normal wardrobe."
The collection currently has eight pieces ranging from $50 to $155—like leather-esque leggings, shiny shorts, and a banded sports bra—that all have a cool, downtown contemporary feel and come in minimalist colors like cool blue, grey, white, and black. (They almost feel too stylish to wear on a treadmill, as if other exercisers would wonder if you forgot to pack your gym shorts.)
Charli Cohen, who has a fashion-forward activewear line of her own that leans more towards the sporty, is serving as the creative director for the brand, and the team will also be launching a lifestyle guide, called Wander, that will detail locations in London and New York City where the fashionable and active ADay-woman would want to hang out.
"The ADay woman is busy, spontaneous, and on-the-go," Faulhaber says. "She's a global nomad. She doesn't want to change throughout the day; she wants just one outfit. Isn't that what the Millennial woman is all about?" That, and finding time to catch up on Broad City, maybe. —Jamie McKillop
For more information, visit www.thisisaday.com
(Photos: A Day)
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