Stylerunner ventures into private label
The new athleisure label dubbed New Guard fills a gap in the fashion landscape, identified by the brand’s co-founder, for forward thinking street wear.
“With evolving active lifestyles, a new fashion language is emerging and what our wardrobe needs to be capable of has also shifted,” said Julie Stevanja, co-founder and CEO of Stylerunner.
Stevanja said dress codes may be relaxing globally but that shouldn’t mean that fashionability is discarded.
“New Guard is my vision of luxury for the future, where comfort itself is considered a luxury and that fashion can remain aspirational without breaking the bank. As the name suggest, the collection represent the new way we live and how fashion plays into that.”
The move comes as wearing high-performance athleisure clothing is now seen not just in the gym, but in multiple social contexts. Sports-inspired clothing sales in the US grew at approximately three times the rate of the whole apparel category in 2016, according to Euromonitor International.
According to sports lifestyle brand First Base, which opened its first flagship in July, the sports apparel market is a $3 billion industry with athleisure wear worth $1.5 billion in Australia.
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