An Australian fashion industry household name; Aje has become synonymous over the years with instantly recognisable, timeless pieces that last a lifetime. From the brand's signature button-down leather skirts, to unmistakably Aje smock dresses that will take you from lunch to poolside. It seemed as though Aje had already had most of its bases covered. A testament to the fashion chameleon, Aje is leaving no stone unturned, announcing the launch of a new sub-brand, Aje Athletica.
As you may have already worked out, Aje's latest project is in the realm of activewear; birthed from a desire to create consciously designed, performance enhancing athleticwear through the eyes of a fashion house. Placing wellness and well-being at the centre of its inception, Aje Athletica is a continuation of the Aje DNA – a belief that all women deserve to look and feel their most optimal selves. As with all things the brand does, this capsule collection has certainly not been done in halves. The range will include 35 silhouettes in colourways of black, white, khaki and dusty rose; available in Australian sizes four 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.”
The collection has been designed with all modes of fitness front of mind; from running, spin, yoga, Pilates to weight-training, as well as off-duty leisure wear. So, regardless of where your preferences lie or how you spend your day, the pieces are attentive to the everyday sensibilities of an individual’s day-to-day life.
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.”
The first Aje Athletica capsule collection is available to shop now, with a second drop slated for September of this year.
