Browns launches into women's activewear category

By

Sandra Halliday

Published
Jul 16, 2019

With the athleisure trend showing no signs of running out of steam just yet, more and more retailers are jumping into the activewear sector and it's particularly interesting when this is happening at the upper end of the market.

On Tuesday, luxury retailer Browns officially unveiled its new Women’s Active offer with a deep dive into the category via 33 brands and three exclusive styles from Natalie Maczek’s MISBHV. It's mixing established and emerging labels and brands that are represented include Adam Selman Sport, Charli Cohen and Fantabody, plus Versace Active and all the latest collaborations from Adidas and Nike. The Adidas x Danielle Cathari collab has just debuted this week.

And the company said that “this is just the start of what is to come from the Browns edit.”

The products have launched on the firm’s webstore, brownsfashion.com, and there’s also an installation at Browns East in Shoreditch.

“Having always been known as a curator of luxury and next-generation talent, the launch of this new category is no different,” it said. “Having this variety is so important to the modern Browns woman.”

The active launch covers two key areas – performance and lifestyle – which means “practical styles to work out in, and then the Browns take on sports lifestyle, including bodycon dresses, and bold neon styles.”

The aim is to create a “one-stop-shop that reflects how women are dressing now, and responds to the growing interest in brands such as Ambush and Marine Serre as well as a new wave of sneaker styles for women.”

Lola Okuyiga, collaborations and special project buyer for Browns, has spearheaded the launch and said she’s “really obsessed with the brands that are starting to ‘get’ womenswear when it comes to sports and streetwear, like the Nike x Ambush collaboration and Danielle Cathari for Adidas. I love how the casualisation of dressing has brought on style icons such as Aleali May who can wear a Celine shirt with her Air Jordan Ones and this is what inspired me when curating this edit for the Browns customer.”