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H&M and Joules unveil active lines

today Jan 3, 2018
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It looks like activewear is the new black. Following news that Primark would launch a new line with blogger Alice Liveing, we now have news of launches from H&M and Joules.


The Swedish fashion retail giant has unveiled its latest women’s collection as part of its Conscious initiative and said it’s “blending fashionable design with highly functional details,” for a new activewear collection “made in sustainable materials.”

Inspired by “nature and strong women,” the collection launched globally into select stores late last week and will be available on the retailer’s webstore from this Thursday.

Revolving around the theme of “In it for the long run”, the collection includes tights, sports bras, hoodies and tops for training, running and yoga. 

The company said it has emphasised nature and sustainability, through the prints and the colour palette of green tones, black and beige, but also the predominant use of recycled polyester and elastane in all items. 

Functional details include quick-dry and seamless features, plus built-in support and holes for ventilation. The designs feature contrast panelling, criss-cross backs and decorative webbing. 

Petra Smeds, the firm’s chief sportswear designer, said a new knitting technique was used to create seamless garments while using less yarn and creating less fabric waste. 


Meanwhile, Joules has launched into the active category the first time with a small (seven-piece) women’s collection that is already available online and that will debut in-store later this month.

Again, functionality is to the fore with moisture-wicking and ventilation features, comfort waistbands and pockets that can hold items like a phone. Prices start at £24.95, rising to £64.95.

The firm’s CEO Colin Porter said the launch felt like a natural range extension given the brand’s lifestyle positioning and its nature inspiration.

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