thrive summer - cotton on group

38 www.womenshealthandfitness.com.au

thrive

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SUMMER

WITH THE WEATHER NOW WELL AND TRULY HEATING UP, IT’S TIME TO TURN OVER YOUR WARDROBE IN PREP FOR THE NEW SEASON – BUT WHERE TO START? BEYOND DITCHING THE FULL-LENGTH TIGHTS FOR YOUR FAVORITE PAIR OF SHORTS, THE FABRICS, STITCHING AND DESIGNS YOU WEAR IN SUMMER ARE KEY TO BOTH COMFORT AND AESTHETICS. WE ASKED SOME OF THE MOST EXPERIENCED ACTIVEWEAR DESIGNERS WHAT TO LOOK FOR IN YOUR NEXT PURCHASE. WORDS: KATELYN SWALLOW

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Literally the only problem with the trend of wearing activewear from brunch to barbell is that now we have to find clothes that are multi-purpose – especially when the sun begins to shine and we begin to sweat. The key is deciding where and for what purpose you will most wear your active gear, and ensure it has design elements to match its functionality.

“We recognise that women are now wearing activewear not only to work out in but also as outerwear. It is imperative that we take this into consideration when putting our designs together to ensure that the product and range is suited to not only who is wearing it, but also how it’s being worn,” says activewear buyer for Cotton On Body Chanell Decru (cottononbody.com).

“Creating tights with drawstrings for those who love to run should differ from the elastane we incorporate into tights for someone who does yoga and Pilates.”

No matter your activity, lightweight materials come summer are essential. The heavier thermal fabrics, layering styles and puffer jackets native to winter are brushed aside in place of cooler fabrics given soaring temps and higher humidity. This is particularly important for your shorts, tights and tighter tops to help prevent chaffing. Think moisture-wicking fabrics that retract sweat to keep you cool, dry and comfortable.

“Using fabrics that are antibacterial is also important,” says founder and head designer for First Base Alison Cotton (thisisfirstbase.com)

“They neutralise the odour of sweat, which typically embeds itself into your activewear and can leave your gear smelling even after it’s been washed. Using antibacterial fabrics such as 100 per cent organic bamboo totally combats the odour issue – plus it’s lightweight and super comfortable to wear.”

Fabrics that allow freedom of movement are vital, particularly for activities such as yoga and dancing. Decru suggests opting for flatlock seams that offer 13

to 15 stitches per inch, so the fabric stretches with the body. The attention really needs to be in the detail, so ensure you do your research before hitting the shops.

“We consider the most minute detail, such as making sure the yoke seam isn’t fitted too low on the back of the tights or shorts to avoid the risk of falling down,” says Decru.

And for those not keen on revealing it all come November?

“Opt for cropped leggings instead of full length – this surprisingly makes a huge difference to your core temperature,” says Cotton. “Lightweight bamboo or merino wool long sleeve tops are also a great summer option when you aren’t ready to bare it all – these fabrics keep you cool as they are natural and super breathable.”

KEEPING ON TRENDFrom an aesthetic point of view, many lines will begin with softer transitional colours such as khaki, greys and blues before moving onto bolder palettes at the later end of the year. This summer’s trends are pointing toward fun and colourful prints, with tropical themes a common thread, according to both Decru and Cotton.

“Strong, clean colours are going to be super popular this summer – either in full pieces such as leggings or spray jackets, or spliced back with black and white for a more low-key look. We are also loving high-waisted leggings paired back with longer crop tops so you are baring something but not everything,” says Cotton.

When it comes to price, premium fabrics will – ultimately – cost you a little more. But stick to spending the dollars mostly on your key items that will get the most wear.

“I like to use the cost-per-wear principle for activewear – it’s generally a high rotation garment, so I believe it’s something worth investing in. Plus, it’s a great way to rationalise that new must-have purchase,” says Cotton.


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SUMMER ESSENTIALS BY DECRU» Material – first: when purchasing activewear for summer, check that it’s been made with lightweight materials and moisture-wicking fabrics as this is vital to staying cool and comfortable during a workout.

» Aesthetic comfort: Styles such as capris (over-the-knee-length tights) and flow tanks will be beneficial for women who feel uncomfortable showing too much skin.

» Complete looks: Layering with vests, lightweight jackets or windbreakers will complete the outfit and provide comfort while still staying cool.

» Size does matter: Size is an important element when choosing comfortable activewear. With the tight-fitting nature that comes with active clothing, women may not be the same size in activewear as they are in everyday clothing. It is important to feel comfortable in activewear, no matter the size.

» Use: It’s also key for women to dress or purchase for the specific type of activity they are wanting to partake in, e.g. what’s best to wear to a yoga class might differ to an intensive gym session. The garments will need to differ in the way that they breathe but also in how they support the women wearing them.

OFFBEATMODEOffbeatmode.com // @offbeat_mode

INTERVIEWEE: Torben Meinicke Rosengreen, founder

BEST FOR: the glamorous extrovert (and the dancer)

ON THE BEGINNINGSHaving always discussed entrepreneurship fashion and trends with my father, the idea of building a brand together grew and in 2015 we took the plunge into an industry we knew very little about. My father always said you don’t need to know how to dance the Swan Lake ballet to instruct it. Studying the opportunities, we soon realised that a healthy, active lifestyle was the new sexy – and saw a gap in the crowd of black leggings and solid colours and the opportunity to create something offbeat. We then hired a strong team of industry pros to form our vision and the first step towards creating Offbeatmode.

ON TARGET MARKETSWe built Offbeatmode for the successful career woman who also focuses on a healthy and active lifestyle. Offbeatmode customers are driven by the wish to stand out from the crowd and feel special while demanding a premium top-quality product. Our first collection is focussed on yoga, running, gym and dance.

ON SUMMER PERFORMANCEThe key feature of our activewear is the moisture-wicking fabric; weaved and twisted to create capillaries, it draws moisture away from the body to keep you cool and dry during the summer months. The composition of the fabric makes it super soft and stretchy, which will allow for maximum freedom of movement. Think similar to a second skin.

ON AESTHETICSThe key features are our design details and beautiful offbeat prints that will make you stand out from the crowd – our core concept. The tropical and geometrical prints along with oversized cardigans and hoodies will set the scene, supported by smaller details such as practical side pockets, cut-outs and mesh panels. Offbeatmode will only continue to develop from here. For us, staying on trend sometimes means you have to go against it; you need to be offbeat to gain the first mover advantage.

WH&F LOVESOUR TOP SUMMER ACTIVEWEAR PICKS FOR BOTH FASHION SENSE

AND FUNCTION.


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MOVE YOUR BODYmoveyourbodyfitness.com.au // @moveyourbodyhf

INTERVIEWEE: Carol Hegan, founder

BEST FOR: mums-to-be

ON THE BEGINNINGSMove Your Body was established in 2013 when a gap in the market was noticed for plus size and maternity activewear. We wanted our customers to understand that healthy is a style that looks different on everybody and pride ourselves on being able to provide a range that was inclusive and that allows you to move no matter what shape, size or stage of life you may be in. With the support of women all over the world, Move Your Body has been able to grow and source 13 unique, high-quality labels that support our values and our vision. With new collections landing every week, you will see a variety of styles sporting high supportive waistbands, flexibility in material, unique patterns and universal looks to take you to and from the gym and everything in between.

ON TARGET MARKETSThis is what we are most proud of here at Move Your Body: being able to source and stock high-quality activewear labels to suit all women – no matter you shape, size or stage of life. Our brands showcase a variety of looks perfect for busy mums on the go, right through to the fitness enthusiast aiming for high performance.

ON SUMMER PERFORMANCENew this summer we are seeing swim being weaved through our performance collections, making the range more universal than ever. Fabrics are high quality, moisture wicking, quick drying and structured to move with the body for optimum performance.

ON AESTHETICSSummer 2017 brings us unique patterns inspired from nature. Think desert warmths in blush and cream, and arctic cool in ice blue and lilac tones. This summer season our collections feature feminine florals and directional print, lightweight materials and looks that will make you want to move wherever you may be.

M-ACTIVEM-active.com.au // @mactivesportswear

INTERVIEWEE: Katrina Gaskin, head designer and creative director

BEST FOR: the sports luxe lovers

ON THE BEGINNINGS M-Active has grown from a gap in the market that was recognised by our owner. Coming from a manufacturing background, it was clear to him that there was a lack of athleisure wear that could take the Australian woman from morning workout to work at a competitive price point. The progression of the brand over the past 10 months not only saw an adjustment in customer but also design and marketing. We began to explore athleisure and sports luxe styling and focused more on what was missing in the market but also what would inspire our customers.

ON TARGET MARKETSAt M-Active we are all about creating an empowering balance between lifestyle and fitness. We value functionality, fabric and fit, ideal for an on-the-go lifestyle. It’s all-day active for the modern super woman! The M-Active

woman is down-to-earth, focused and a strong-willed woman who knows what she wants and is comfortable within her skin. She is always looking to prosper and is up for a challenge.

ON SUMMER PERFORMANCECollections for warmer months introduce cotton blends and performance lightweight mesh to designs that boast functionality and style with cut-outs, panelling and splicing. Our fabrics are all performance based with moisture wicking, quick-dry and antibacterial features that give our designs an edge. Having active performance wear features available in all-day athleisure garments takes your wardrobe to a new level of style and function.

ON AESTHETICSOur spring/summer collections combine a statement plum and black matte snake print with your basic black, white and grey tones to achieve an edgy, sophisticated and dynamic collection. Each garment is independently and collectively designed so that it can hold its own but makes true impact as a complete look. Think strappy, asymmetric colour blocking and sports luxe.


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RYDERWEARRyderwear.com.au // @ryderwear

INTERVIEWEE: Jessica Salvi, head designer

BEST FOR: the all-rounder

ON THE BEGINNINGSOver a year ago I began my own fitness journey and realised how much I wore and relied on my workout wardrobe. Not long after, Ryderwear posted that they were looking for a head designer and it was a perfect fit! After joining forces with this fast-moving company, I immersed myself fully in an active lifestyle. It’s been incredible watching Ryderwear evolve as much as it has this past year. Our team has grown immensely and we have created a community that supports everyone’s fitness journey, no matter how far along they may be in that journey. Because of the growth in our customer base, I am learning more and more about what people want from their activewear.

ON TARGET MARKETSRyderwear originally targeted bodybuilders; this allowed the business to grow tremendously due to the small amount of competition for this niche market. Due to our success, we have now opened our target market to

a wider demographic: being anyone who lives an active lifestyle. Whether you are a bodybuilder or trying to lose weight, gain weight or just to be healthy, Ryderwear is made for you! I take this into account with my designs to make sure there is something for everyone.

ON SUMMER PERFORMANCEThe most important thing for activewear is function. It takes a lot of research and experimenting to make sure the function is right, which comes in large part from testing and trying different fabrics. Once this is determined, we can get creative with classic lines and select trends; balancing fashion and function. We want our customers to look at their Ryderwear as an investment, so we’re investing our time and efforts to make sure it’s the best product on the market.

ON AESTHETICSI think this summer (at least in Australia) we will see a lot of prints and different textures. People are beginning to push past their comfort zones and wear fun and exciting palettes and designs, especially as the warmer weather comes around. Each collection will have a minimalistic vibe, allowing our pieces to continually stay on trend.

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thrive summer - cotton on group

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