SWEAT IT OUT: London-based ath-leisure brand Sukishufu tapped high-end activewear store Sweat NSK in Los Angeles to be the exclusive California retailer for its Rio Collection pieces, amid a larger marketing push by the boutique.
The Rio items, produced in London and available in store later this month, include leggings that retail for $135. There’s also a pair of Sukishufu and Sweat NSK cobranded shorts retailing for $150 and made of technical fabric and stretch faux leather for running, cycling, yoga and other activities.
“We like how unique and fashion-forward their collection is and it was something we were looking for,” said Sweat NSK cofounder Natalie Fritz.
The partnership with Sukishufu will be followed by collaborations between Sweat NSK and Alala on a pair of leggings and a cobranded T-shirt with Brooklyn-based Alexis Mera.
Sweat NSK — founded by Fritz, Susana Yee and Karen Sun — carries more than 35 brands from Los Angeles, San Francisco, London and Australia among other places, including labels such as Vie Active, Electric & Rose, Onzie and LNA.
The three opened the store, totaling more than 700 square feet, in the Los Angeles neighborhood of Brentwood in June. They more recently launched e-commerce and have begun the process of shopping for real estate on a second door. “We’re in the beginning stages in terms of planning for store number two,” Sun said.
The shop is also more aggressively spreading its marketing wings with the finishing touches being made on a three-part comedy Web series featuring Jack Quaid — the son of Meg Ryan and Dennis Quaid — and his comedy group Sasquatch. The series was shot at the Sweat NSK store and features spring product.
“It’s just a fun way into activewear and very entertaining,” Fritz said. “So it’s a little off the wall and we look at it as a way to promote our brand and entertain people at the same time.”