With health and wellness hot, gyms and fitness studios are wasting no time firming up and fashioning a new retail story.
The German activewear brand at Milan Design Week in April will showcase four experiments developed with MIT Design Lab.
Allaway will be based in New York and will report to chief operating officer Ilana L. Rosen.
The brand’s running and training business units have been consolidated into its new Performance Business Unit.
The five-day, multi-platform fashion and lifestyle fair centers on Cabana’s and Funkshion’s respective locales across Collins Avenue from each other between 21st and 22nd Streets in Miami Beach.
The luxury outerwear brand has caught the attention of Barneys, Selfridges, Net-a-porter and Holt Renfrew.
The activewear company will now seek a number of collaborations including an upcoming project with A$AP Rocky.
Cofounder Kip Fulks is on sabbatical and the company is seen exiting some smaller businesses such as tennis and outdoor.