Tuesday, 19 January 2021

Anine Bing launches into sport category

Anine Bing, the Danish influencer-turned-fashion-entrepreneur, has this week announced a move into a new category with the launch of Anine Bing Sport. The new line of “active essentials”, includes to gym-to-street items such as sweatshirts and leggings, as well as performance pieces, all “made to mix and match with your current wardrobe”.

The company said that “each piece is carefully designed to pair back to everyday staples from the Anine Bing collections, including suiting separates, vintage-inspired denim, and timeless classics”.

The items launch on Tuesday exclusively through the label’s own stores and via its website,

New styles will be added on a quarterly basis with the second drop of summer items including a performance one-piece as well as accessories like hats and tote bags. The brand will also launch its first-ever athletic shoe with the second drop.

For now, the line includes pieces such as the Evan Jogger and Evan sweatshirt that are vintage-inspired, plus the Blair Bra, leggings, and biker shorts with “moisture management for optimal quick-drying”

Bing said that the launch “was a natural progression for the brand with activewear styles always being a highly requested category. That interest only increased in 2020 with everyone working from home and still wanting to look and feel polished”.

The brand is based in LA and has grown to a multimillion-dollar turnover since its launch in 2012. It has several stores in key US cities, as well as locations in Paris, London, Berlin, and Hamburg — those European stores currently being closed due to lockdowns.

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