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2XU and Aviro founder to launch Pressio performance sportswear at Selfridges and Browns

Tom Bottomley
19 March 2021

Jamie Hunt, a former professional triathlete and co-founder of sportswear brand 2XU – which was sold to LVMH – and Aviro, the anti-viral clothing and facemask brand launched in April, 2020, during Lockdown 1, is launching a new high performance men’s and women’s compression sportswear brand called Pressio.

It will be launched at Selfridges, Browns, Flannels and Woodhouse, as well as on its own website on Monday, 22 March.

The target market is not only professional and amateur athletes, but “the lifestyle sector,” as running products start at £35 while the more advanced compression products start at £60.

Every piece has apparently been “meticulously engineered to help you run faster, jump higher and recover better,” and there’s a real emphasis on creating new fibres, yarns and methods of construction.

The sustainability box is also clearly ticked as, using new printing techniques, Pressio is able to eliminate the highly toxic and energy consuming batch drying through the majority of its range. It also incorporates 100% recycled fabrics through its running collection.

The brand, which has been in development for the past two years, claims its "Muscle Alignment Power Print" (MAPP) offers unparalleled support in compression/sports tights, wrapping around key muscle groups helping to prevent short and long-term injury while also “aligning the muscles for a greater power output.” The newly developed EcoPowerCK fabric apparently delivers “world leading comfort, support and durability” while still remaining environmentally friendly.

Jamie Hunt said: “No sporting brand has truly been able to step up and meet performance parameters in their sustainable fabrications that match non sustainable options.

“In my 20-plus years of engineering performance fabrics, this is the range I am most satisfied with, and we have new fabrics still in development that raise the bar even higher.”

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