A sub-brand born from the Australian fashion house Aje, the entirely new AJE ATHLETICA capsule launched as a consciously designed, performance enhancing athletic-wear brand, through the lens of a fashion house.
AJE ATHLETICA places well-being firmly at its core with a strongly held belief that all women deserve to look and feel their most optimal selves, in an offering of performance-led and sustainable activewear.
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.”
Encompassing 70% consciously-sourced materials which are variously recycled, organic and eco-friendly, each style has been technically fit, and durability verified across 35 versatile and fit-for-purpose silhouettes.
Co-founder, 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.”
With the brand co-founders developing the AJE ATHLETICA launch as a performance product on all fitness touchpoints, the creative and business duo considered all modes of fitness, from running, spin, yoga, Pilates to weight-training, as well as off-duty leisure wear, attentive to the everyday sensibilities of an individual’s day-to-day life.
