Fitness company SoulCycle is known for its indoor spin classes, and now it could be known for its fashion too.
According to news from Bloomberg on Monday (Dec. 4), SoulCycle recently launched a line of workout clothing in collaboration with New York City-based streetwear company Public School. The partnership’s athleisure collection was released during a launch party in downtown Manhattan during a cycling class-turned-fashion-show.
Models sporting the new athleisure wear strutted their stuff around the SoulCycle class, showing off leggings, sports bras, bomber jackets and more, retailing for $185, $125 and $655, respectively.
“Millennials are as social in their fitness activities as they are in other parts of their lives, unlike many in previous generations, who might have lifted some weights and then left,” said Deborah Weinswig, managing director of retail for Fung Global Retail & Technology.
SoulCycle has had its own branded clothing for years, releasing up to 60 styles each month at each of its 80 studios and online. Though the private company does not earn much revenue from its retail offerings, those wearing the goods have become walking advertisements for the SoulCycle brand.
Past SoulCycle retail collaborations have included Free City, Solid & Striped LLC. and Target Corp, among others. The collaboration between SoulCycle and Public School aims to bridge the gap between the working professionals who take the fitness company’s spinning classes and the edginess of big city living.
“What we do from a collection standpoint is [try to] get a woman through her day,” said Dao-Yi Chow, co-founder of Public School. “We have pieces in the collection that work to the convenience of not having to go home and change.”
The SoulCycle/Public School collaboration is not the only fitness brand/clothing line crossover though. Other athleticwear brands are also looking for gym partnerships, including Athleta Inc., Bandier Holdings LLC, Lululemon Athletica Inc. and Sweaty Betty Holdings Ltd — all of which host fitness classes in their stores in addition to selling fashionable athletic apparel and accessories.