For the growing cadre of female triathletes, fashion is becoming as important as function.
According to the USA Triathlon, the official governing body of American triathlon activities, 37 percent of its 477,794 members are female (about 177,000), which reflects a 27 percent increase since 2000. Professional triathletes like Mirinda Carfrae and Gwen Jorgensen are bringing awareness to the sport and landing sponsorships with brands including New Balance, Tyr, Oakley and Asics, but companies such as Nike, Reebok and Adidas have yet to invest heavily in the category. Instead, smaller brands are entering the space, catering to these athletes with fashion-for- ward options — something women have not had in abundance.
“I literally looked down at myself at the start of a race one day and became bothered by the fact that I was racing in a men’s black tri-suit,” said Andrea Robertson, who founded Triflare, a triathlon sports- wear brand, in 2012.
The St. Louis-based brand’s bright tri-suits, tri-tops and shorts retail from $79 to $199.
In July, innerwear brand Cosabella launched Triathlon, its first collection of activewear that also functions as swimwear. The assortment, which includes a tri-suit, sports bras along with matching shorts and tops, retails from $59 to $133.50. Guido Campello, Cosabella’s chief executive officer, said the line is gaining momentum and will expand with new colors.
Betty Designs, which is known for its tattoo-inspired pieces, and Soas, a San Diego-based label that produces color-blocked gear, are also putting their design stamps on the market. Anjhe Mules, founder and creative director of U.K.-based active brand Lucas Hugh, launched a tri-suit for this fall after her customers said it was difficult to find fashionable, functional suits. Lucas Hugh’s black-and-white tri-suit costs $380 and has a padded cycle seat and a built-in sports bra.
Mules said the tri-suit has sold well and Net-a- porter reordered it within its first six weeks of sale. Lucas Hugh is also sold at Shopbop, Intermix and Bergdorf Goodman.
She said: “I do believe there is a trend to create fashionable activewear at the moment, but to create functional performance wear is a whole new challenge.”
