Luxury fashion retailer Browns has today unveiled a dedicated activewear category featuring 33 brands and three exclusive styles from Natalie Maczek’s streetwear label MISBHV.
Farfetch-owned Browns said the edit was just the start of what customers could expect from the category, which includes a mix of well-known luxury brands who have expanded into activewear as well as up and coming talent and contemporary sports brands.
The active offering looks at two key areas – performance and lifestyle; there are the practical styles worn to workout in, and then the Browns take on sports lifestyle including bodycon dresses, and bold-neon styles.
Adam Selman Sport, Charli Cohen and Fantabody as well as Versace Active and all the latest collaborations from Adidas – such as the latest pieces from Adidas x Danielle Cathari – and Nike form the basis of the first drop.
Later this month styles will be arriving from British activewear brand Sweaty Betty, for which Browns will be the first wholesale account.
Lola Okuyiga, collaborations and special project buyer for Browns is spearheading the launch. She said: “I am really obsessed with the brands that are starting to ‘get’ womenswear when it comes to sports and streetwear, like the Nike x Ambush collaboration and Danielle Cathari for Adidas.”
“For me I love how the casualisation of dressing has brought on style icons such as Aleali May who can wear a Celine shirt with her Air Jordan Ones and this is what inspired me when curating this edit for the Browns customer.”
To mark the launch Browns has created a video with Ukrainian model and ballerina extraordinaire, Sonya Mohova (see above).