The London fitness scene has progressed in bounds over the past year, and we’ve been waiting with bated breath for the next installment. Now, it’s here, with a game-changing ‘Bandier-style’ activewear store opening right in the heart of Chelsea – this August. The Sports Edit is exactly what it sounds like; a carefully curated edit of the best brands from across the globe.
The Sports Edit is set to be the Zara of activewear – or go-to for our sports needs, covering both men’s and women’s activewear. It’s basically what every fitness loving Londoner has been waiting for, bringing the best edit of an incredible selection of local and international labels, to the high street – variety without skimping on quality.
The launch brands are enough to get our tongues wagging, with everything from Charli Cohen’s runway-ready standout designs, to the badass hippie wear-your-mantra vibes of US-sensation Spiritual Gangster. Our staple favourites – Every Second Counts, 2Xu, Lucas Hugh, and Under Armour – are also amongst the mix.
It means no more needing to return those looked-better-on-the-model buys (not that we don’t think you’re all model-worthy). Even if you don’t need anything, who doesn’t love a bit of window shopping and a few cheeky change room selfies? Well finally that’s possible in London, and from our sneak-peek of the brands, the shop is going to be stunning.
As well as launching a complementary online e-commerce platform, Nick Paulson-Ellis, Founder of The Sports Edit, saw the enormous innovation and creativity that powers the sportswear movement without any real UK exposure beyond what’s available online. It’s a multi-focal concept: style, yes, but also quality and performance – what’s the point in looking good but having to hitch your leggings up every 10 minutes? Absolutely none. The launch of the Sports Edit farewells the “women must suffer for style” maxim, well and truly.
“Some of our brands are established, others emerging, and we are introducing new ones to the UK. But each brand is carefully chosen for a unique style, attitude and strength. Our first store is in Chelsea, with more to follow across London,” says Nick.
The Sports Edit will have another range exclusive to the store – their own. SALT, the new brand concept, caters for both women and men and is made in Europe to ensure quality that they can monitor and control. The pieces are dominated by a clean, modern, and pared-back aesthetic, along with innovative fabrics to make your workout easier.
The core activities the designs will be moulded to are yoga, gym, running and pilates, with various community events also featured in store. It caters for men and women alike and treats them equally with bold and standout pieces, so no girly-girl pink-bathed side of the store (although who could forgo some of the Lorna Jane kit? Not us!).
The Sports Edit will be the only physical stockists of many of the exciting brands they have on offer. It’s exactly what London has been waiting for, to put us neck-and-neck with the enviable fitness-hub likes of L.A. and Sydney.
Want to access a 10% discount, as an earlier adopter? Sign up here: www.thesportsedit.com/
The Sports Edit will open at 172 Fulham Road, London SW10 9PR on 6th August and launch online at www.thesportsedit.com