Models and actresses who claim to never work out in order to maintain their figures are a thing of the past, with many of the most famous women in the world stepping out for a post-workout brunch still wearing their gym gear. Now it has become not only a badge of health, but also an outfit choice in itself, many women are looking for something more interesting than the standard sports brands and ubiquitous international athletic apparel manufacturers leading to a rise in niche labels. It's a trend that Caroline-Christine Wilhem - the founder of Copé Active - spotted early.
"I started Copé Active because I saw an opportunity in the UK market after living in the US for six years," Wilhelm explained. "I worked out in every boutique gym I could find and fell head over heels with the post-workout brunch culture, which was all about working out followed by a healthy brunch without having to change outfits. As the look had to be seamless, activewear was becoming increasingly fashionable and functional. When I moved back from the US to Europe, I noticed that the active lady of London had little choice regarding her activewear. There were the major, mainstream brands but hardly any of the niche, designer names I loved from the US and Australia. I set my mind to change this and contacted these brands, to find out if they were interested selling in Europe."
Sitting around "five years behind the US" in terms of our activewear expectations, Wilhelm says, she nevertheless found Brits quick to embrace new activewear labels that they may not otherwise have heard of. The first hurdle was encouraging women that it was alright to wear their gym clothes out afterwards - rather than showering and changing as they may previously have done - and luckily Wilhelm had some high-profile assistance in convincing the masses.
Copé Active's success is testament to the rise of this trend. Launched in August 2015, the site has enjoyed 100 per cent growth month on month, in both revenue and site visitors - meaning that not only are we likely to see more women wearing activewear in restaurants across the country, but the labels that we see are likely to become progressively more diverse. So what should we invest in now?
"For the daring ones, our Koral Active Jumpsuit has been flying off the shelves," Wilhelm said, noting that a new collaboration between Charlotte Olympia and Bodyism has been a particular cause for excitement. "For women looking for a stylish yet functional topper , our Ultracor Camo vest protects against the sometimes unpredictable London weather. For the girl that prefers the gym look without working out, our Blanc Noir Ponte leggings are a hit. And for the more playful and fun woman, our Emoji leggings from Terez guarantee envious stares wherever you are heading."
"I started Copé Active because I saw an opportunity in the UK market after living in the US for six years," Wilhelm explained. "I worked out in every boutique gym I could find and fell head over heels with the post-workout brunch culture, which was all about working out followed by a healthy brunch without having to change outfits. As the look had to be seamless, activewear was becoming increasingly fashionable and functional. When I moved back from the US to Europe, I noticed that the active lady of London had little choice regarding her activewear. There were the major, mainstream brands but hardly any of the niche, designer names I loved from the US and Australia. I set my mind to change this and contacted these brands, to find out if they were interested selling in Europe."
Sitting around "five years behind the US" in terms of our activewear expectations, Wilhelm says, she nevertheless found Brits quick to embrace new activewear labels that they may not otherwise have heard of. The first hurdle was encouraging women that it was alright to wear their gym clothes out afterwards - rather than showering and changing as they may previously have done - and luckily Wilhelm had some high-profile assistance in convincing the masses.
"Social media has had a tremendous impact on growing the activewear movement," she nodded. "For example, Instagram has allowed bloggers and celebrities to share their healthy lifestyle and what they wear to a massive audience. Snapchat is also becoming a force in showing the athleisure trend to millennials. I am particularly fond of Izabel Goulart, who is an ambassador of "strong not skinny" and is inspiring thousands of women to stay fit. It is also hard to miss the influence Kendall Jenner and Gigi Hadid have had on the activewear market. Both are regularly photographed at the gym or at restaurants wearing stylish activewear. I am also inspired by celebrities such as Kate Hudson who have become wellness entrepreneurs and launched their own activewear brands. In 2016, it is cooler to arrive wearing activewear than a hangover."
Copé Active's success is testament to the rise of this trend. Launched in August 2015, the site has enjoyed 100 per cent growth month on month, in both revenue and site visitors - meaning that not only are we likely to see more women wearing activewear in restaurants across the country, but the labels that we see are likely to become progressively more diverse. So what should we invest in now?
"For the daring ones, our Koral Active Jumpsuit has been flying off the shelves," Wilhelm said, noting that a new collaboration between Charlotte Olympia and Bodyism has been a particular cause for excitement. "For women looking for a stylish yet functional topper , our Ultracor Camo vest protects against the sometimes unpredictable London weather. For the girl that prefers the gym look without working out, our Blanc Noir Ponte leggings are a hit. And for the more playful and fun woman, our Emoji leggings from Terez guarantee envious stares wherever you are heading."
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