Celebrities including Dita Von Teese, Jennifer Lopez, and Cameron Diaz are all fans of premium fitness fashion brand //Out. And for good reason – it is leading the way in upmarket fitness gear.
//Out is an upmarket fitness fashion label created by sisters Lauren Gill and Libby Amelia, and Leah Hundsness, who met whilst working at global beauty brand Sephora.
Libby Amelia spoke to Bondi Beauty.
What prompted you to launch your own fitness/fashion wear?
We all worked for Sephora for a number of years and were constantly surprised by the number of innovations in beauty. We we talk about fashion however, we noticed that the same innovation in fabrics and uses were not so obvious. In fact, the high-street trend has arguably created a shift away from focus on fabrics and construction.
We all enjoy keeping fit and healthy, however noticed that for some reason, fashion and fitness were viewed as mutually exclusive. We wanted to change that.
Why has gym wear become so popular as every day clothing here in Sydney?
You just have to look inside any cafe, in the malls on the weekend or at school drop off in Australia to see women have fallen in love with the flexibility of activewear. What we wanted to stop were the apologies. Many times we have heard women confess “so sorry about the gym attire….”. It inspired us to create a line which has a directional edge and forces the question, what is fashion vs fitness?
What is the point of difference of Out Incorporated?
//OUT Incorporated is a fashion forward fitness label dedicated to active women who want to enjoy a style-fuelled life, without the wardrobe changes. We care about fitness and have always had a penchant for fashion and beauty given our backgrounds.
The garb currently available on the market however, certainly wasn’t able to deliver what we were looking for. We wanted to hit the gym in items minus the motivation motifs and lime green detailing. Today’s Aussie woman is discerning and sophisticated.
We wanted to create an offering which showed women it is ok to be sexy.
What sport is it designed for? Are there any sports it doesn’t work for?
//OUT is not designed to be exclusive to one sport. It is our call to women to get more //OUT of their wardrobe. We have pieces like our bodysuits which can literally take you from swim, to studio to Saturday night. By not limiting the use of our garments as seems to be the trend, we encourage women to WORK//OUT, STRETCH//OUT, BREATHE//OUT and GO//OUT in style.
What can we expect from the label going forwards?
We currently have a store in Newport Beach, an e-commerce website and will be distributing through select retailers including Fred Segal in Los Angeles and David Jones in Australia. We are keen to keep building the brand both in The USA and Australia in view of changing the way women think about their active wardrobes.
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