Joining the fray is luxurious athleisure model Athletifreak, which not too long ago threw open the doorways to its first retailer in India, in Delhi. Founded by entrepreneurs Mo and Noor Wadhwani within the US in 2021, Athletifreak is being backed in India by actor Shahid Kapoor and his spouse and entrepreneur Mira Kapoor as strategic buyers and model ambassadors.
“The model was born practically 5 years in the past when my husband was coaching for the Ironman triathlon. I’ve a background in vogue and was excited to have fun vogue and health collectively,” says Noor. Mo recollects how he was capable of dig deeper and determine alternatives for enchancment within the garments he was coaching in. “We saved asking ourselves how we may make one thing that has the appropriate cloth, efficiency, performance and match. We additionally wished to develop a model that needed to be a persona; the place somebody may say ‘I’m an athletic freak’,” he says, of what he calls their ‘freakish ardour for motion’.
Mo and Noor Wadhwani | Photo Credit: Special Arrangement
Training shorts, skorts, joggers, wayfarer shorts, traditional polos, tanks, hoodies and sweatshirts, all in strong colors from deep blue and espresso brown to rose make up Athletifreak’s assortment. Loads of time and analysis, Noor and Mo say, went behind the event of their completely different cloth applied sciences used throughout the clothes, to make it light-weight, breathable, stretchable, anti-microbial and moisture wicking. “As a cloth geek, I realised it needs to be useful, really feel good and look good to carry vogue and performance collectively in one of the best ways doable. We are additionally very acutely aware concerning the supplies used and 60% of our product is sustainable cloth,” Mo says.
Five years on, with India’s quickly evolving health tradition, the duo believes the timing couldn’t have been higher, for them to carry the model right here. Their model story and imaginative and prescient to cater to individuals of all ages and all types of motion primarily based on their particular person journeys is one thing that Mira Kapoor says she resonated with. “Being a strategic investor and companion got here very naturally to each Shahid and I. Shahid’s major type of motion aside from train is dance, and for me, I like pilates, strolling and mindfulness. We had been eager on being concerned in a model that’s rooted in India however has world attraction,” she says.
The Athletifreak retailer in Delhi | Photo Credit: Special Arrangement
The luxurious athleisure model’s option to open its first retailer in Delhi comes shut on the heels of the London-based model Cos opening its first retailer within the metropolis as properly. While each Mira and Noor discuss their shut ties to town having grown up there, Noor additional says that town has an affinity for luxurious, and could be very acutely aware of luxurious vogue.
“For us, it was extra about coming into India with a bang, not nearly Delhi or Mumbai. We will probably be in all places, and have a major presence on-line as properly. I believe the tail winds behind health and wellness as an trade are very robust right here at current,” Mira says.
Shahid speaks
“A flexible hoodie, a comfortable — able to tackle the world sort of — sweatpants, and breathable excessive efficiency T-shirts,” says Shahid Kapoor, when requested what are the three must-have athleisure necessities everybody ought to have of their wardrobe. The actor says that it will be important for everybody to seek out their private type primarily based on what they’re snug and assured in, “Athletifreak too is designed in such a manner that it’s not nearly trying good, it’s about feeling robust and ready for regardless of the day throws at you. That mix of performance and elegance is strictly why these items have turn into a core a part of my life and work,” he says. The model being constructed for ‘actual life’ is why he says he was eager on being part of constructing it. “I may really feel the clothes transfer with me, help me and nonetheless have that type edge,” he provides.
“Athleisure has advanced as a result of now, you may put on the identical pair of leggings to the gymnasium, you may journey in it with an outsized T-shirt or you may lounge at residence. You may even exit at evening sporting an fascinating high or a blazer and a pair of heels, together with your black leggings,” she provides. Athletifreak’s core black leggings as an example, she says, might be dressed up or down with the model’s fascinating jackets in numerous pop colors.
Having already partnered with Ironman within the US, the workforce behind Athletifreak is hoping to interact with India’s rising health communities within the coming months. “A court docket, a category, or a run membership is now changing into a spot of discovery for friendship and connection. This, I really feel, aligns with Atheltifreak’s core philosophy, which is to seek out and interact with different individuals who share that very same ardour and that very same drive,” Mira indicators off.
Athletifreak is at Nexus Select CityWalk, New Delhi. Prices begin from ₹3,999 onwards
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