NEW YORK — With 6,000 riders pedaling their wheels each day, SoulCycle has devotees any brand would envy — and apparently those cyclists are making more time to shop.
The New York-based indoor cycling club usually sells out of its signature activewear within two to three days, according to Gabby Etrog Cohen, public relations and marketing director. SoulCycle unveiled a new location at 45 Crosby Street — near the back entrance of Bloomingdale’s in SoHo — late last month and the chain plans to have 25 outposts by the end of the year. To build on riders’ interest in activewear, “a whole retail component” will be added to its site in mid-September. (There are also branded water bottles, mugs, luggage tags, key chains and even mint tins and golf balls.)
To try to further its appeal with an already captive audience, SoulCycle is introducing its first animal-print collection with items such as zebra-printed pants and a leopard-printed tank. There will be 110 women’s and men’s styles offered with retail prices ranging from $45 to $100. Interestingly, there currently aren’t any e-mail alerts, advertising or special events to remind spinning fans that signature activewear is available. But with each studio ranging between 2,800 and 3,500 square feet, cyclists can’t take a class without passing by the compact shops, which are anywhere between 200 and 500 square feet.
Cohen, who has reduced her twice-a-day classes to one since she is expecting a baby, said, “I was looking through our inventory earlier and only the larges are left,” she said. “The extra smalls and smalls always sell out first.”
For fall, Julie Rice, one of SoulCycle’s founders, looked to the runways for inspiration and was particularly inspired by Phillip Lim. The designer is not a SoulCycle rider, but Nicole Miller, Tory Burch, Charlotte Ronson and Mary-Kate and Ashley Olsen have been spotted on the bikes.
For the first four or five years of SoulCycle’s seven-year existence, Rice oversaw the apparel arm of the business mainly on her own but there is now a 10-person team. In the company’s 20,000-square-foot offices at 609 Greenwich Street, about 1,250 square feet is dedicated to apparel.
In a recent survey of more than 1,119 outdoor cyclists who ride more than 2,000 miles a year, respondents spent an average of $460 on clothing, helmet and shoes last year, and another $270 on accessories and other gear. Roughly four in 10 participants said they purchased apparel items like shorts and bibs, jerseys, and vests or jackets more than once a year. The study was conducted by Craft, a performance sportswear company that is not affiliated with SoulCycle, in partnership with Brookmark Research Services.
“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