Australian influencer Sophia Begg is adding activewear to her local label All For Mimi for the very first time, with demand ahead of release already strong.
According to the label, more than 30,000 customers are already on the waitlist for the debut collection called En Route, which features a “tightly curated” edit of workout leggings, bike shorts and crops in Steel, Sky, Matcha and Black colourway.
Begg said the range is more than a year in the making, and follows customer demand following recent sellout drops of matching pyjama sets, swimwear and ready-to-wear.
The activewear market has recorded a 4.7 per cent compound annual growth rate over the last five years in Australia, which is believed to have hit $4.1 billion in 2024 according to research firm IBISWorld.
“The industry has been under considerable pressure recently because of fierce competition,” IBISWorld shares on its website. “Yet, despite competitive challenges, the industry has managed to thrive over the past five years.
“This performance can be credited to the contemporary shift in consumer preferences, which has seen a growing interest in donning activewear as streetwear. Trends in discretionary income, consumer sentiment, sport participation and demand from online shopping and department stores have influenced revenue volatility.”
The research firm, however, expects the growth trend for activewear to dip by 1.1 per cent in 2024-25, as the cost-of-living crisis prompts consumers to cut back on spending on clothing.
Speaking on the new range, Begg said she spent months going back and forth with All For Mimi suppliers and manufacturers, creating samples before landing on the right styles
“I wanted to create an activewear range featuring comfortable and functional pieces suitable for both the gym and leisure, because that’s how I live my life everyday and I wanted pieces that would fit perfectly into my lifestyle,” Begg said.
“Our fabric is this beautiful, buttery soft, skin-like fabric that’s stretchy but form fitting at the same time, plus it washes and wears incredibly well.”
All For Mimi was launched in 2023 and is named after Begg’s great great grandmother Mimi, officially known as Ruby Musgrave, who launched her own bridal couture and lingerie boutique in Mosman during the 1920s.
“I am constantly inspired by Mimi and I really wish I could have met her, because from the stories that my Mum and Grandma tell me, we sound very similar….she was a total baddie!
“I like to think she would be proud of me and All For Mimi if we met today.”
The En Route collection is available to buy via the All For Mimi website, with pieces ranging from $59 to $79.