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H&M, Joule and BoohooMan’s active lines taps into fitness trend

H&M, Joules and BoohooMan have produced new activewear range, tapping into the continuing health and fitness trend. The Swedish fashion retail giant H&M has unveiled its latest women’s collection as a part of its ‘conscious initiative’ and has 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 internationally in select stores, will be available on the retailer’s webstore.

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 brand 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 apparel. 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, disclosed that a new knitting technique was used to create seamless garments while using less yarn and ensuring less fabric waste. 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 is expected to be launched in-store later this month.

Here also, functionality is their forte 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. Joules CEO Colin Porter said the launch felt like a natural range extension given the brand’s lifestyle positioning and its nature inspiration.