Aje Athletica was launched in 2021 as an offshoot of the main label. In August, Aje Athletica introduced more fashion-focused pieces to its collections, highlighted in a runway show at the Sydney Opera House, featuring loose trench coats, long skirts and cargo pants.
Other labels followed suit in the move towards athleisure clothing, with appeal outside a Pilates class also seen at luxury e-tailer Net-a-porter.
“Customers are not only looking for traditional sportswear like leggings and sweatshirts, but [are] also searching for more sophisticated and stylish athleisure pieces that can be worn as part of a casual, elevated wardrobe,” says Net-a-porter market director Libby Page.
“This reflects a shift towards a more chic and versatile athleisure style, indicating a broader appeal for athleisure beyond just activewear.”
The team at PE Nation, once stocked by Net-a-porter but no longer available on the website, has been paying attention. “We’re ready to disrupt the market again in a way that hasn’t been done before,” PE Nation co-founder Pip Edwards said when announcing the brand’s participation in MFF.
Loading
The distinctive PE Nation brand logo will remain the same but trend-driven pieces will become a stronger focus.
No changes are planned for rising Melbourne label R.Sport, launched four years ago by Anthony Puliatti. The brand already straddles the sportswear and fashion spaces with ease, making retro tennis gear and football tops worn by athletes as well as hospitality teams at the coolest restaurants in Melbourne and Sydney.
“We try and stay true to the sport, but you do see plenty of tops far away from any games,” Puliatti says. “It’s about teams in sport but also about teams in life.”
R.Sports has created custom kits for Sydney restaurants Pellegrino 2000 and Baba’s Place along with Melbourne institutions Nico’s Sandwich Deli in Fitzroy and La Porchetta.
Details and designs reference the 1940s, ’60s and ‘90s. “Well mostly the ’90s,” Puliatti says. “We’re ’90s kids. We are trying to become a bit more logo-centric with our own pieces.”
Business growth has been consistent, with a customer base extending to New Zealand and the United States.
“You’ve always got to be true to the sport and then leave it up to people to see the fashionable side. That seems to be working for us.”
Make the most of your health, relationships, fitness and nutrition with our Live Well newsletter. Get it in your inbox every Monday.
