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The fashion industry is caught sporty trend bubble at the moment (look no further than haute couture's recent dip into sneakers for proof) and SoulCycle is taking the upswing and
running peddling with it. The indoor cycling studio, which has been expanding like mad across the country, has just redesigned its website to focus on its in-house line of branded sportswear.
SoulCycle launched e-commerce in 2011 and last spring, brand creatives began designing 12 collections a year. Recently, SoulCycle began a new effort to spread awareness of the brand beyond those who live and breath SoulCycle in dense urban zones like NYC and San Francisco with a collaboration with international e-tailer Shopbop. At the time, co-founder Julia Rice told WWD, "The retail world has responded to the SoulCycle brand and it seems like something people do want to wear. We're making a major retail push."
At the moment the site, soul-cycle.com, is down. But when it comes back expect the new, less yoga-centric Lululemon. Or at least something you can wear to the gym that's not Chanel.
· SoulCycle Launches Site to Grow Retail [WWD]
· Shopbop x SoulCycle is Post-Workout Loungewear Heaven [Racked]
· Chanel's Haute Couture Show Involved Sparkly Knee Pads [Racked]