Equinox Fitness Enters Luxury Fashion Market
US fitness giant Equinox has launched a unique luxury fashion collection that commemorates activists, pioneers and ground-breaking influencers from a variety of fields.
The seven-piece Commitment range was designed in collaboration with some of the most disruptive names in fashion. Items include:
- ‘The Real Camo Jacket’ by label Y/Project – made using material sourced from the uniforms of four war veterans participating in The Heroes Project (an initiative that aims to empower injured soldiers)
- ‘The Scrubs Sweatsuit’ by Off-White designer Virgil Abloh – a workwear piece dedicated to oncologists at the Memorial Sloan Kettering Cancer Centre (an institution for treatment and research in New York)
- ‘Stonewall Stilettos’ by Helmut Lang designer Shayne Oliver – a pair of high-heeled boots created using pleather sourced from New York’s Stonewall Inn (an integral landmark of the LGBTQ rights movement).
Although the collection itself will not be sold commercially, the pieces will be auctioned off throughout 2018, with all proceeds donated to charitable causes.
The project taps into current consumer attitudes towards the meaning of luxury, as well as their belief that brands can, and should, incite societal change. For further reading, see our Macro Trends The New Rules of Luxury and The Currency of Dissent.