New activewear line launches for mums-to-be
A new Canadian-made activewear line has hit the market and it’s targeting mums-to-be.
Baptised Matletik, the line was designed to offer active clothing for expecting mums in order to encourage women to stay active during pregnancy.
“We wanted to design clothes that make women feel good during one of the most important moments in their lives,” explained Matletik founders Valérie Munger and Silvia Gallo, in a news statement. “We even tested the clothes ourselves to make sure they were very comfortable and flattering to all body types.”
The line is comprised of leggings, tank tops and bras, that adapt to women’s changing figures, before, during and after pregnancy. Pieces are created without any restrictive seams to support the belly and to allow room for growth.
Canada is slowly becoming well-known for its athletic wear offerings. Besides athletic giants like Vancouver-based Lululemon, a number of other Canadian brands such as Montreal-based Lole, Vancouver’s Karma Athletics, Titika Activewear, as well as RYU apparel, are growing both nationally and internationally.
Where many of these brands have succeeded is in developing and retaining a specific clientele through community-based initiatives and concept stores, which suggests that Matletik’s niche model for mums-to-be may quickly catch on.
The Matletik collection is now available at select retailers such as Sport Check and Vie Sportive and on Matletikworld.com. Prices range from $65.00 for tops and $100 for bottoms.
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