NEW YORK — Knowing how loyal spinning enthusiasts are to their favorite clubs, Flywheel is counting on its customers to shop for post-workout wear in its 22 clubs.
To grow apparel sales, Flywheel is collaborating with brands such as Lauren Moshi, Solow and Chaser. In the coming weeks, Havaianas, Hanky Panky, Rebel Yell and Junk Food will be introduced. For now, the focus is on women’s and men’s apparel but in the summer select children’s items will be offered.
Flywheel will also launch e-commerce before Memorial Day. The company is opening a New York facility to handle shipments. With 45 bikes in most locations, and hourly weekend classes, Flywheel has a captive audience. When the company’s seasonal club in Sag Harbor, N.Y., reopens in May, the total club count will be 23. There is also a location in Dubai.
Flywheel investor and Coach chief executive officer Lew Frankfort has been helping to redesign the studios’ shops and bolster the brand’s small collection of apparel. He has been working closely with Flywheel founders, ceo Jay Galluzzo and creative director Ruth Zukerman, to further develop Flywheel’s retail program.
Director of retail Natalie Cohen, who teaches 12 Flywheel classes each week, said it is not uncommon to sell a few hundred items of a style within days. Now the company is boosting its contemporary sportswear with styles that are geared for women to wear when grabbing a coffee after class with friends or to run errands. The convenience of buying clothes on the fly is a major selling point for Flywheel users, Cohen said. There are also newcomers stopping by on a regular basis, since spinning fans pay per class as opposed to having annual or monthly memberships.
“We’re featuring hundreds and hundreds of these great items for a limited time and then they’re gone,” she said. “Every Monday, when I get back to my desk, I can’t wait to see how quickly I can get reorders in.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast