Crew Clothing steps up in sportswear with comprehensive new line
The more relaxed capsule, in key buttery-soft fabric, is designed to offer ease of movement while remaining breathable with sweat-wicking features. The Bi-Stretch styles include ergonomic seams to follow the body's natural contours, and have UPF50+ protection.
Dedicated running jackets, gilets and shorts, are produced in a lightweight woven fabric and come with reflective detailing.
Finally, the Technical capsule has breathable, sweat-wicking fabric with four-way stretch for performance and recovery.
Prices range from £25 to £65 with the Crew Sport collection available through any of its 41 stores and online from 17 June.
Head of Marketing Naomi Parry said: 'Entering the sportswear space feels like a natural progression for Crew. Born out of a Salcombe windsurfing shop, we launched our very first collection with rugby shirts designed by a GB skier [so] sport is in our DNA.'
Calling the line 'a natural progression', she highlighted the brand's close sporting legacy which, in the last decade has been built through sponsorship partnerships with Henley Royal Regatta, the Lawn Tennis Association (LTA) and the England Red Roses rugby team, 'and Crew Sport is the next step in our journey'.
She added: 'We know our customers live active, varied lifestyles, and we think this new collection will be the ideal addition to their wardrobe.'
Head of Design Jo Miller also said: 'Designed to transcend age, gender and fitness level, our new athleticwear collection blends our timeless heritage with cutting-edge details.
'We've become known for our signature touches over the years, and you'll find that here too. Whether it's the unrestrictive storm flap on our running gilet or the thumb holes on our track top, we've thought through all the little details.'
The launch also comes with a marketing campaign that reflects not only the brand's British legacy but injects some humour too. 'We don't take ourselves too seriously and hope that will come through in some of the copy we are launching with,' noted Parry.
Taglines include 'Your park-run-and-a-pint Crew' and 'Barbells-and-a-brunch Crew'… 'it's mixing that sport and team spirit [and] bringing it all together in that British tongue-in-cheek humour'.
She added: 'In essence, Crew Sport's sporty but doesn't take itself too seriously, is stylish but not too showy, made to make you feel good and fit into your lifestyle… and the added mix of heritage and humour is what will carry it through'.
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