{"id":164428,"date":"2021-03-19T17:08:18","date_gmt":"2021-03-19T17:08:18","guid":{"rendered":"https:\/\/www.theindustry.fashion\/2xu-and-aviro-founder-to-launch-pressio-performance-sportswear-at-selfridges-and-browns\/"},"modified":"2021-08-06T12:10:41","modified_gmt":"2021-08-06T12:10:41","slug":"2xu-and-aviro-founder-to-launch-pressio-performance-sportswear-at-selfridges-and-browns","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/2xu-and-aviro-founder-to-launch-pressio-performance-sportswear-at-selfridges-and-browns\/","title":{"rendered":"2XU and Aviro founder to launch Pressio performance sportswear at Selfridges and Browns"},"content":{"rendered":"<p>Jamie Hunt, a former professional triathlete and co-founder of sportswear brand 2XU \u2013 which was sold to LVMH \u2013 and Aviro, the anti-viral clothing and facemask brand launched in April, 2020, during Lockdown 1, is <strong>launching a new high performance men\u2019s and women\u2019s compression sportswear brand called Pressio.<\/strong><\/p>\n<p><!--more--><\/p>\n<p>It will be<strong> launched at Selfridges, Browns, Flannels and Woodhouse,<\/strong> as well as on its own website on Monday, 22 March.<\/p>\n<p>The target market is not only professional and amateur athletes, but \u201cthe lifestyle sector,\u201d as <strong>running products start at \u00a335 while the more advanced compression products start at \u00a360.<\/strong><\/p>\n<p>Every piece has apparently been \u201cmeticulously engineered to help you run faster, jump higher and recover better,\u201d and there\u2019s a real <strong>emphasis on creating new fibres, yarns and methods of construction.<\/strong><\/p>\n<p>The sustainability box is also clearly ticked as, using new printing techniques, Pressio is able to eliminate the highly toxic and energy consuming batch drying through the majority of its range. It also incorporates 100% recycled fabrics through its running collection.<\/p>\n<p>The brand, which has<strong> been in development for the past two years,<\/strong> claims its \"Muscle Alignment Power Print\" (MAPP) offers unparalleled support in compression\/sports tights, wrapping around key muscle groups helping to prevent short and long-term injury while also \u201caligning the muscles for a greater power output.\u201d The newly developed EcoPowerCK fabric apparently delivers \u201cworld leading comfort, support and durability\u201d while still remaining environmentally friendly.<\/p>\n<p>Jamie Hunt said: \u201cNo sporting brand has truly been able to <strong>step up and meet performance parameters in their sustainable fabrications<\/strong> that match non sustainable options.<\/p>\n<p>\u201cIn my 20-plus years of engineering performance fabrics, this is the range I am most satisfied with, and we have new fabrics still in development that raise the bar even higher.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jamie Hunt, a former professional triathlete and co-founder of sportswear brand 2XU \u2013 which was sold to LVMH \u2013 and Aviro, the anti-viral clothing and facemask brand launched in April, 2020, during Lockdown 1, is launching a new high performance men\u2019s and women\u2019s compression sportswear brand called Pressio.<\/p>\n","protected":false},"author":39,"featured_media":142965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10488,9763,6],"tags":[16834,16832,16833,9952],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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