Farfetch, the luxury fashion e-tail giant, is venturing into the activewear market through a collaboration with New Guards Group to launch their joint brand, There Was One (TWO). The collection offers a range of training and cycling-focused pieces for both men and women, all made from high-performance materials. Each item has been thoughtfully designed to complement the rest of the collection, staying true to There Was One’s theme of elevated staples.
Exclusively available on the Farfetch platform, the activewear line includes various functional details such as reflective piping and mesh inserts for enhanced breathability. The collection was developed with a deep understanding of customer preferences, combining data-driven insights with fashion-forward designs and quality materials.
The decision to enter the activewear market was driven by the significant growth and demand in this category, particularly in cycling gear. Farfetch recognizes There Was One as the preferred brand for conscious consumers who value both quality and longevity in their wardrobe staples. This new line seamlessly blends performance and technical elements with the brand’s distinctive identity, catering to customers who prioritize both style and functionality in their training and cycling apparel.
The activewear industry is currently experiencing a boom, appealing to consumers across all price segments. Recognizing this trend, major brands such as H&M and M&S have also introduced their own activewear lines. This reflects the increasing interest of consumers in fitness-related fashion, as they seek to incorporate active-style apparel into their everyday wardrobes, prioritizing comfort and a casual aesthetic.
Overall, Farfetch’s entry into the activewear market with There Was One (TWO) highlights the brand’s dedication to meeting evolving consumer needs and desires. By combining their expertise in luxury fashion with high-performance materials and functional design, Farfetch aims to capture a larger share of the activewear market and cater to the growing demand for stylish, yet practical, training and cycling apparel.
Useful links:
1. Farfetch Official Website
2. Forbes: What Should Be in Fashion Buyer’s Playbook Right Now
