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Farfetch and its New Guards Group brand have entered the activewear segment with the launch of a line coming to market under their joint brand: There Was One (Two). With high-performance materials, the collection is for training and cycling for men and women.
This new proposal fits in with the general motif of the Basic line of There Was One clothing, as each piece combines with the rest of the collection, responding to the customers’ needs based on data on what they are looking for and combining this data with avant-garde designs and materials.
With the growing trend of activewear, “the perfect formula fuses performance and technical elements of the pieces, with a design that reflects the identity of There Was One”, reveals Chiara Gatti, senior director of category management, and digital brands at Farfetch, in a statement.
After Move (from H&M) or Good Move (from M&S), Farfetch joins this new interest in fitness clothing and the desire that consumers have already shown to wear active-style clothing and accessories in their daily lives, as they are more casual and comfortable.