From Beyoncé’s debut athleisure range, Ivy Park, to the ubiquitous Victoria’s Secret “train like an Angel” hashtag, it’s difficult to overstate the all-encompassing growth of activewear in all our lives.
Even those who still haven’t embraced the gym-bunny lifestyle will have likely adopted some of their practices – from daily green juices to step-monitoring apps – meaning that the “health is wealth” mantra has reached every area of our worlds, even our wardrobes.
Models and actresses who claim to never work out in order to maintain their figures are a thing of the past, with many of the most famous women in the world stepping out for a post-workout brunch still wearing their gym gear.
Now it has become not only a badge of health, but also an outfit choice in itself, many women are looking for something more interesting than the standard sports brands and ubiquitous international athletic apparel manufacturers leading to a rise in niche labels.
It’s a trend that Caroline-Christine Wilhem – the founder of Copé Active – spotted early.
“I started Copé Active because I saw an opportunity in the UK market after living in the US for six years,” Wilhelm explained.
“I worked out in every boutique gym I could find and fell head over heels with the post-workout brunch culture, which was all about working out followed by a healthy brunch without having to change outfits.
When I moved back from the US to Europe, I noticed that the active lady of London had little choice regarding her activewear.
There were the major, mainstream brands but hardly any of the niche, designer names I loved from the US and Australia.
I set my mind to change this and contacted these brands, to find out if they were interested selling in Europe.”