Aje is readying to expand into the booming $2 billion women's activewear market with the launch of an entirely new sub-brand, Aje Athletica.
The brand is described by the label as a "consciously designed, performance enhancing athletic-wear brand, [created] through the lens of a fashion house."
Encompassing 70% consciously-sourced materials which are variously recycled, organic and eco-friendly, each style has been technically fit, and durability verified across 35 versatile and fit-for-purpose silhouettes.
Aje co-founder Edwina Forest said creating the new collection with eco-friendliness in mind was important for the label.
"With a respect of our environment, Aje Athletica embraces sustainable practices and local expertise to deliver quality product with a minimal footprint.
"Informing the design process with 70% conscious fabrications from the ground up, impacting the foundations at elemental phase – has been very fulfilling.
"From a design perspective there is a heightened level of detail and thought applied, resonant of the Aje ‘signature’, that customers have come to adore and appreciate," she said.
To ensure that the collection was suited to a range of active pursuits, Aje considered all models of fitness including running, spin, yoga and Pilates to weight-training and off-duty leisure wear.
Using this information, Aje Athletica's first capsule collection will span leggings, sweatpants and sweatshirts, sport bras, tees and tanks, 100% recycled puffer jackets and windbreakers, cap and socks accessories.
To complement the launch, Aje will stock Swiss shoe brand On Running to round out the activewear offering.
Aje co-founder Adrian Norris added that the business wanted to cater to this growing demand among its customers.
"In consideration of Aje’s customer needs and lifestyles we couldn’t overlook the growing desire for comfort and versatility, and a demand for performance-based athleticwear.
"We’ve taken the magic and design DNA of Aje, and cultivated it into a one-of-a-kind, functional and stylish product offering– emphasising performance and wellness above all else," he said.
Aje Athletica's pieces will be available in sizes 4 to 18 and will come in colours black, white, 'dune', 'desert rose' and khaki.
The first Aje Athletica capsule will be launching as an entirely new category on May 26 through Aje’s Australian and New Zealand stores and three eCommerce sites.
The collection will retail from $29.95 to $395.
The second Aje Athletica capsule is slated to launch in September.