SoulCycle launches in-house line Soul by SoulCycle

Gabriella Lacombe

Опубликовано
22 янв. 2019 г.

SoulCycle is launching its first in-house line of performance and lifestyle apparel. The line, named Soul by SoulCycle, is available now on the company's e-commerce platform and studios, and currently offers a variety of sweatshirts, bras, tops, tees, tights, and leggings ranging in price from $48 to $108 and available in sizes XS through XXXL. 

The company included its instructors and riders throughout the line's design and testing process, building pieces around suggestions like bras with high bounce support, well-suited for the company's rigorous cycling workouts. 

"Activewear is a very crowded space, so we've really positioned ourselves differently, building our brand in a reverse way," SoulCycle's VP of Retail Caroline Gogolak told Fashionista. "We're building [the line] off of 12 years of understanding of what our customer wants, as well as feedback on what both instructors and riders want from a design and performance perspective."

The line, which will be distributed by SoulCycle and available in Nordstrom stores and online at Nordstrom.com on February 26, will allow the company and its brand to expand outside of its exercise studios. 

"The collection is a way of giving a piece of the brand to those who don't have a SoulCycle in their own city," continued Gogolak.

In addition to Soul by SoulCycle, the company also operates branded apparel partnerships with Lululemon and Nike.