Brands in Australia take a lot more chances
k - est es. during the day but looked like they were straight out of the gym,” ” said Edwards, whose resume includes design roles at Ksubi, Sass & Bide de and General Pants Co.
“We knew there would ld be other women who needed the same solution, but the speed at which (P.E. Nation) took to market, you couldn’t fathom that and we still pinch ourselves every day.” dwards and Tregoning are continuing to lay the foundations of this function-fashion merger, and their latest collaboration with Woolmark is a perfect example. “I think we’re all about educating our audience on performance fabrication and merino wool — it’s home grown and quite an interesting fabrication to use in sport,” she Edwards says.
“It’s been seen as a designer product but the qualities of the fabric are very performance based; it’s very temperature regulating and holds its form.” Stylerunner chief executive Stevanja, who c caught the athleisure wave at a time when active wear was only beginning to make its mo move from fitness studios to the stree street, says Australia had the edge on its g global counterparts when it came to spearheading the evolution of athleisure wear — thanks to the nimble, experimental mindset of its fashion industry. The 37-year-old’s online athleisure company is now worth more than $50 million and continues to dominate the local market. It’s also gaining traction worldwide and Stevanja recently launched three in-house fashion brands — New Guard, Flight Mode and Stylerunner — to add to the store’s offering of local and international fitness and leisure labels. “In our opinion Aussie brands ands are really leading the pack. Brands in Australia take a lot more chances; they’re y’re more directional and willing g to try things first, whereas sometimes the international l brands I find are a little safer,” she says. “I think locally we also take cues from international runway trends really well as well, so they’re very cool and on-trend.” Some sartorial critics continue to predict that the athleisure trend will soon creep back into the yoga studio, never to be seen at a cafe or shopping centre again, but entrepreneur’s is confident we’ll see continue to see more and more crop topclad latte sippers and window shoppers in the coming years. “All of the research continues to say the market is going to continue to grow,” Stevanja says. “It goes hand-in-hand with the wellness movement, and I think we’re not going to go backwards on our commitment to being healthier. There’s not going to be an increase in smoking; people are moving away from unhealthy things and becoming more educated about h healthy lifestyles. “And w when you’re committed to a he healthier life you want to wear w more spo sportswear, more s sneakers and incorporate these styles into your life.”