David Gandy Wellwear in first physical store move via Selfridges debut
David Gandy Wellwear has launched in Selfridges, marking the first physical retail presence for the supermodel-turned-entrepreneur’s brand.
The fashion and lifestyle brand’s debut at the upscale department store coincides with the label’s first anniversary and is clearly a big step with it having been a direct-to-consumer label since its launch in late 2021.
The Selfridges offer includes 17 pieces from Wellwear’s collections, available in the Men’s Modern Casual space on the first floor of the Oxford Street, London flagship, as well as via the webstore.
Designs include the brand’s bestselling core collections, the Ultimate Hoody, Ultimate Jogger and Ultimate Crew Tees. Also included is a comprehensive range of the “newest seasonal launches that offer a complete wardrobe” such as the Easy Tapered Pant, Quilted Cotton Gilet and Restore Sweats.
The link-up with Selfridges makes sense given the department store’s increased focus on wellbeing, the environment and its adoption of indie brands.
David Gandy Wellwear fits that bill and claims to be a completely new clothing category “that combines wardrobe and wellbeing”.
The company said: “In a world where we are increasingly educated in self-care, Wellwear is bringing the clothing industry up to speed. A collection of pieces designed to support living well in the world sets the brand apart, forming a stylishly minimalist all-day wardrobe. Wellwear takes a multi-sensory approach to design, exploring the scientific benefits of soft, comfortable clothing.”
What that means in practice is the use of anti-odour and anti-bacterial materials, as well as tactile fabrics, with the company adding that studies show “simply touching smooth fabrics can enhance psychological wellbeing and reduce negative emotions”.
Wellwear also claims to “push the boundaries on affordable fabric innovation, using the best and most sustainable natural fibres, which are treated with technical properties developed to enhance the wearer’s physical wellbeing”.
These include Wellwear Breathe which, as mentioned, offers anti-odour and anti-bacterial benefits, "reducing the need to wash clothes after every wear, which increases the longevity of the garment in turn having a positive wider environmental impact”.
Prices range from £40 up to £210.
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