Cell Workout launches on Next website
Fashion giant Next is to stock Cell Workout, a comprehensive new athleisure line from UK prison fitness-based firm CIC (community interest company).
The new brand, inspired by the book Cell Workout and its author LJ Flanders, has launched online, comprising 40 pieces, including T-shirts, hoodies, sweatshirts and accessories for men and women.
The collection is the result of a wider collaboration between Flanders and Rowland Gee, the former CEO of menswear retailer Moss Bros. Flanders also enlisted the help of Barney Rodgers, a branding specialist from Bureaux360, and Ricky Green, a former director of Ted Baker, “to create the identity and strategy for the collection”.
The brand is “aimed at a wide group of consumers… influenced by modern trends in fitness, with a subtle colour palette and silhouettes that reflect a fashion-forward collection that is both versatile in its look and feel, but also durable activewear”. The clothes are also produced from ethically sourced materials "with a specific focus on quality and functionality”.
The collection from Flanders comes after a short stay in HMP Pentonville when he discovered that a focus on fitness “kept him going both physically and mentally”.
He continues his work at prisons across the UK, including community workshops and the introduced the athleisure collection “to help bring about positive change in the lives of people in prison and those affected by crime”.
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