21 May 2021
A sub-brand born from the Australian fashion house Aje, the entirely new AJE ATHLETICA capsule will be launched as a consciously designed, performance enhancing athleticwear brand, through the lens of a fashion house.
AJE ATHLETICA places well-being firmly at its core with a strongly held belief that all women deserve to look and feel their most optimal selves, in an offering of performance-led and sustainable activewear, available in Australian sizes 4 to 18.
Creative director and co-founder, Edwina Forest articulates “With a respect of our environment, AJE ATHLETICA embraces sustainable practices and local expertise to deliver quality product with a minimal footprint. Informing the design process with 70% conscious fabrications from the ground up, impacting the foundations at elemental phase – has been very fulfilling. From a design perspective there is a heightened level of detail and thought applied, resonant of the Aje ‘signature’, that customers have come to adore and appreciate.”
Encompassing 70% consciously-sourced materials which are variously recycled, organic and eco-friendly, each style has been technically fit, and durability verified across 35 versatile and fit-for-purpose silhouettes.
AJE ATHLETICA will be available in Australian sizes 4 to 18, to support every woman and her unique approach to wellness and fitness.
Co-founder and CEO, Adrian Norris shares “In consideration of Aje’s customer needs and lifestyles we couldn’t overlook the growing desire for comfort and versatility, and a demand for performance-based athleticwear. We’ve taken the magic and design DNA of Aje, and cultivated it into a one-of-a-kind, functional and stylish product offering– emphasising performance and wellness above all else.”
With the brand co-founders developing the AJE ATHLETICA launch as a performance product on all fitness touchpoints, the creative and business duo considered all modes of fitness, from running, spin, yoga, Pilates to weight-training, as well as off-duty leisure wear, attentive to the everyday sensibilities of an individual’s day-to-day life.
The function-orientated AJE ATHLETICA capsule includes signature leggings, logo-adorned sweatpants and sweatshirts, sport bras, tees and tanks, as well as 100% recycled puffer jackets and windbreakers along with cap and socks accessories retailing from $29.95 (Aje Athletica Socks) to $395 (Aje Athletica Puffer Jacket), in a colour suite of black and white, as well as dune, desert rose and khaki.
The colour palette, much like Aje ready-to-wear collections, is reflective of Australia’s natural landscape, a perennial inspiration for the fashion label. Embracing high performance and complete comfort at its most impactful level, Aje will be stocking Swiss shoe brand On Running as part of the launch, to match AJE ATHLETICA’S performance levels.
The first AJE ATHLETICA capsule will be launching as an entirely new category on May 26 through Aje’s Australian and New Zealand stores and e-commerce (ajeworld.com.au & ajeworld.co.nz).
With a second capsule slated for September 2021, watch the AJE ATHLETICA space for a series of announcements to follow.
