Farfetch and New Guards collaborate to create There was One activewear
Luxury fashion e-tail giant Farfetch and its brand-owning New Guards Group have become the latest big names to enter the activewear segment with the launch of the category under their joint There Was One (TWO) brand.
The collection consists of both training and cycling-focused pieces for men and women, made from “high-performance materials”.
The companies said it “adheres to There Was One’s overarching theme of ‘elevated staples’, with each piece carefully designed to coordinate with the rest of the collection”.
Launching this week exclusively on Farfetch, the pieces have “highly functional details”, such as reflective piping and mesh inserts for breathability.
The offer was “created with customers' needs in mind, drawing together data-driven insights on what customers search for, and combining this insight with fashion-forward, elevated designs and materials,” we’re told.
The launch comes after the business said the activewear category, “and specifically cycling gear, were identified as having a strong growth trend”.
Chiara Gatti, Senior Head of Category Management & NGG Digital Brands, at Farfetch said that There Was One has “become the brand of choice for a conscious consumer who values quality and longevity from their favourite wardrobe staples”.
And with the growth trend being seen in activewear, “we found the perfect formula to merge the performance and technical elements of the garments, with a design that reflects the There Was One identity. This new line has been designed for our customers that enjoy training and cycling in daily life, but also to dress up with style without renouncing its high-performance materials.”
It comes as activewear is big business at all price levels, whether it’s the launch of H&M’s Move line or M&S’s Good Move (which is the mass-market retailer’s most successful launch ever).
These brands play into the consumer’s increasing interest in fitness-linked clothing but also their desire to wear active-style clothing and accessories in their everyday lives as they focus on dressing down and comfort.
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