Rita Ora launches sustainable activewear brand

Singer-songwriter Rita Ora has announced the launch of her activewear brand, Humans Being. The brand is described as bringing "fashion-forward thinkers sustainable and stylish activewear".

Founded by Ora, who also takes on the role of Chief Creative Officer, the products are designed for people with hybrid lifestyles, equipping customers with a performance collection that "doesn’t compromise on style or sustainable living".

The brand’s first collection offers athleisure garments that every capsule wardrobe, designed to provide a seamless transition from one activity to the next. Crafted from sustainable and recyclable materials with a circular life cycle, including Ynviron from Antex, recycled plastic bottles, and natural materials like organic cotton, the Humans Being collection is designed to be "truly eco-conscious".

With eco-conscious choices being a top priority for consumers, pure-play products described with sustainable keywords have grown from 13% of online products in 2019 to currently 37%.

In a launch statement, Rita Ora commented: "Fashion has always been an instrumental part of my life. When I was a teenager I worked in the shoe shop, Size? on Portobello road. I remember going to the market there to look for the perfect vintage pieces to pair with the trainers I got through my job. I loved the idea of mixing modern and vintage styles, repurposing an item from the past in a way that made me feel special and unique, and it’s something I still do to this day.

"When I founded Humans Being, I wanted to embody this same mentality using recyclable materials to create clothing that’s both stylish and comfortable. It was important for me to create looks that people can feel good wearing both inside and out. I’ve put together an absolute dream team for this, and I can’t wait for people to get their hands on it”.

The brand is also devoted to closing the clothing loop and has partnered with Reskinned, where consumers' end-of-life garments are collected or posted in a local portal to be transformed into storied materials.

Humans Being is also partnered with the World Land Trust whereby a portion of every sale funds the purchase and protection of the rainforest.

The collection features 12 garments in 6 different colourways, and will all be available exclusively on the Humans Being website from 3 November 2022.