Maje enters activewear market with Varley collaboration

The activewear market shows no sign of slowing down with luxury label Maje being its latest entrant. The French label, owned by the SMCP Group, is expanding its product range with a capsule collection in collaboration with British activewear brand Varley.

Designed to be worn in the gym or in the city, the collection - which features a distinct 1980s vibe - includes a variety of t-shirts, sweatshirts, jackets, leggings and accessories, which aims to strike a balance between fashion and lifestyle.

Highlights include the combination of Maje's design codes with Varley’s expertise in high-tech materials and the introduction of a new logo in the fashion-inspired pieces, with prices ranging from £17 to £250.

The collection will be available from 15 October on Maje and Varley’s e-shops, and at a selection of Maje stores.

This activewear collection is Maje’s first foray into the sportswear category, a segment that is forecast to be worth nearly $547 billion in 2024, according to Allied Market Research.

In recent months, Maje has been expanding its product range, notably with sustainability in mind. In May, it launched a clothes rental service aimed at strengthening its commitment to sustainable fashion, which is part of the label’s ‘Dream Tomorrow’ CSR initiative.