The Interview: Pour Moi founder & CEO Michael Thomson on moving into athleisure with its new 'Off Duty' collection

British lingerie and swimwear brand Pour Moi kicked off 2026 with the launch of a new athleisure collection called Off Duty, designed in response to demand from its customer base.

Available via the Pour Moi, NEXT, Marks & Spencer and Very websites, Off Duty aims to deliver a blend of laid-back luxury and versatility, crafted from soft and cozy fabrics, including a 210g Nylon/Spandex combination for form-flattering leggings and bralettes.

The collection features everything from relaxed joggers and sweatshirts to easy layering pieces such as wrap cardigans, jumpers and knitted dresses, as well as loungewear sets and basics. Pour Moi founder and CEO Michael Thomson tells TheIndustry.fashion all about the brand’s product category expansion and the reasoning behind it.

What prompted you to enter the highly competitive - and, some might say, oversaturated - women’s athleisure category?

We were guided entirely by our customers and what our data showed us. Over the last few years, we’ve seen strong growth in demand for softer, more flexible and comfort-driven styles, particularly in non-wired bras and stretch fabrics. Athleisure felt like a natural next step for the brand. Rather than following a trend, we created Off Duty to meet a genuine lifestyle need for pieces that feel great to wear while still looking polished.

From the buttery-soft nylon-spandex fabrics to the relaxed but flattering silhouettes, Off Duty is all about movement, ease and confidence. Each piece is designed to layer, mix and match, and work across different moments of the day, whether that’s yoga, lounging, or heading out.

Has it been in the pipeline for a while?

In fashion terms, it’s actually been a very reactive and agile collection. We developed it over around six months, which allowed us to respond quickly to changing customer behaviour and feedback. The speed reflects just how rapidly comfort-led dressing has become a priority.

What’s different about it compared to other more established brands in the same market sector?

Our heritage in lingerie gives us a unique advantage in fit, fabric and support. We understand how garments should feel against the skin and how to create flattering shapes that offer comfort without compromising on style. Off Duty isn’t performance gym wear, it’s loungeable athleisure designed for real life. It’s timeless, versatile and built to become a long-term staple in women’s wardrobes.

We think our collection is for the everyday woman who wants to feel great no matter what her shape or size. She may enjoy feeling comfy but also wants to look “put together”, yet struggles to find athleisure that caters to a more curvier body shape or accommodates bigger boobs. She wants to feel supported, yet not too restricted. We are proud to offer an athleisure collection that even women with bigger busts feel comfortable enough to wear without a bra.

How well has Off Duty performed since its early January launch?

We’ve been really encouraged by the response so far. For a first athleisure collection, the uptake has exceeded our initial expectations, particularly across leggings, bras and layering pieces. Engagement online has been strong and we’re seeing customers buying multiple items to create full sets, which shows the mix-and-match concept is really resonating. Top sellers include our burgundy and black sets mixed with our wrap-knit pieces in pink and oatmeal.

Are the products branded as Off Duty, or Off Duty by Pour Moi?

The collection is branded as Off Duty, but it sits clearly within the Pour Moi brand world. It’s an extension of who we are rather than a separate standalone label.

How much of the Pour Moi business does it now represent and do you see it as a key growth driver?

Off Duty is still an emerging category for us, but it’s already becoming a meaningful part of the business in a very short space of time. Athleisure is absolutely a growth pillar going forward. Off Duty is just the beginning and we see huge potential to expand the range seasonally and build it into a core lifestyle category alongside lingerie and swimwear.

Who is the real target market?

Our core customer remains central to the collection, women who value comfort, quality and flattering fit. But Off Duty is also attracting slightly younger customers who are looking for versatile, everyday pieces that work across home, social and wellness moments. It’s designed for real life rather than just workouts.

How well has it performed through M&S and NEXT? Is it just online with them or in-stores too?

We launched initially through online platforms with partners including Brands at M&S and NEXT, where performance has been very positive. Digital has been the main focus at this stage, which aligns with how customers typically discover and trial new lifestyle categories, but we’re very open to expanding physical presence where it makes sense.

What are the best-selling pieces and why do you think they have particularly resonated with Pour Moi customers?

The buttery-soft high-waist leggings, yoga bras, and wrap cardigans have been standout performers. I think they hit the sweet spot between comfort and polish. Customers love the fabric feel, the flattering fits and how easy the pieces are to style together.

They’re not just for workouts - they’re for all-day wear, which is exactly what women are looking for now.

Where do you see the athleisure industry going in the future?

The line between loungewear, everyday clothing and activewear will continue to blur. Performance gym wear will always exist, but the biggest growth area is lifestyle athleisure that looks stylish enough to wear out while still feeling incredibly comfortable. Versatility, softness and longevity will matter more than trend-led designs.

How many stores does Pour Moi currently operate and where?

We operate a small but growing physical retail presence in the UK, alongside our strong online platform. We have Pour Moi stores in Kingston, Leeds and two in Chester, as well as Pour Moi being stocked in 12 John Lewis stores across the country.

Are they also now carrying Off Duty?

Yes, selected stores are featuring key Off Duty pieces, particularly the leggings, bras and knitwear, as we know customers love to feel the softness of the fabrics before purchasing.

Are the price points of Off Duty competitive compared to the likes of Alo, Lululemon and others?

Absolutely. One of our strengths is offering premium feeling fabrics and thoughtful design at a far more accessible price point. Customers are getting softness, fit and versatility without the premium performance brand price tag.

Do you intend to do any Off Duty specific pop-ups?

It’s definitely something we’re exploring. Pop-ups are a great way to immerse customers in the lifestyle side of the collection and allow them to touch, feel and style the pieces in person. It’s a natural next step as the range grows.

What other plans do you have for Pour Moi and Off Duty for this year and beyond?

For Off Duty, you’ll see expanded colourways, seasonal fabrics and new silhouettes as we build it into a full lifestyle wardrobe. For Pour Moi overall, our focus remains on innovation across lingerie, swimwear, and now athleisure, continuing to respond quickly to how women really live and dress today.

Do you have plans to open further Pour Moi stores this year?

Physical retail remains an important part of our long-term strategy and we’re actively reviewing opportunities in key UK locations. While nothing is confirmed yet, expansion is very much on the roadmap.