Gymshark unveils premium athleisure line with first wholesale partner Selfridges

Gymshark has unveiled a premium athleisure line, called "everywear", with its first ever wholesale partner Selfridges.

Everywear is now housed within a permanent Gymshark retail space within Womenswear Body Studio, Level 3 and Menswear Designer Street Room, Level 1 at Selfridges Oxford Street, as well as at Selfridges Trafford in Manchester, and online. The department store has exclusivity on everywear until early to mid April.

The retail spaces at Selfridges also offer a selection of mainline products, popular best-sellers, and exclusive limited-edition ranges. This is the first time Gymshark product has been made available outside of its own online channel and its first physical retail store which was opened on London's Oxford Street in October 2022. A second dedicated Gymshark store is due to open at Westfield Stratford this summer.

The everywear line is a fusion of lifestyle and sportswear fashion, which "gives rise to the ultimate leisure seekers' rest day uniform". It features luxurious heavy-weight fabric, trend minimalist colours and lifting-inspired technical elements for a classic streetwear aesthetic.

Noel Mack, Chief Brand Officer at Gymshark said that when the brand was in the early stages of planning the collection, which he described as "one of our most exciting launches ever", it wanted to launch it somewhere "equally exciting".

"That’s why it’s amazing to reveal that this first line will exclusively launch at the UK’s most prestigious retailer, Selfridges, both online and in-store. Up until this point, Gymshark has quite literally only been available directly from us, whether on Gymshark.com or at our flagship store in Regent Street – so this serves as not only an incredible way to launch our exciting new capsule collection but also marks our first ever foray into the world of wholesale. It’s a huge milestone for us and I can’t wait for our community to be able to properly touch and feel the everywear collection.“

Bosse Myhr, Selfridges Director of Menswear & Womenswear added: “We are delighted to welcome Gymshark to Selfridges, enhancing our selection of brands and providing our customers with access to cutting-edge activewear. The synergy between Gymshark's commitment to innovation and Selfridges' dedication to delivering unique retail experiences makes this collaboration a perfect fit."

Ben Francis, founder of the fast-growing gymwear brand, recently announced the launch of everywear, and a number of other growth initiatives in the UK, US and Middle East, saying he intends for 2024 to be Gymshark's "biggest ever year".