Johannesburg; 03 February 2020: Proudly South African athleisure brand, Siko Republik, launched a campaign called ‘The Movement of Culture’ on Friday 31st January at the historic Constitution Hill in Johannesburg. The campaign showcased Siko’s classic new range for 2020 named “Gugulethu (our treasure)” which was inspired by one of the co-founder’s late mother.
Luxury fashion and athletic wear are no longer two distinct worlds. The rise of luxury athleisure wear or activewear is an example of the increased cross-sector convergence. The influence of athleisure on luxury fashion is undeniable: it has profoundly changed the way we dress.
“Consumer desire for a multifunctional wardrobe is driving the athleisure market”, says Jabulile Gwala, Co-Founder of Siko Republik. “Health is the new wealth and women are becoming more conscious about taking care of themselves and they want to look good while doing it, so they are choosing brands that represent who they are”.
Founded in November 2018, Siko Republik produces African print inspired activewear that is made by locals from Durban. The brand caters to women of all shapes and sizes – merging African print-led design with innovative solutions for women, creating a new kind of athleisure wear: modern but rich in tradition. The gear can be worn comfortably for the gym but also for leisure.
Athleisure is the fastest growing clothing category in fashion, driven by wellness aspirations and celebrity endorsement on social media. The luxury wellness economy is booming. Wellness has evolved from a siloed lifestyle choice to a new status symbol and an expression of personal values that spans across all sectors – from luxury travel to prestige beauty and high-end fitness.
The new range includes traditional leggings and crop tops but will catapult the brand into new territories like tennis skirts and dresses, swimwear and kaftans but most excitingly the unisex jackets.
“Inclusive sizing will continue to see representation in the activewear market this year, not just in products but also in advertising”, says Gwala.
Siko Republik celebrates the diversity of South African cultures with the signature print inspired by its Nguni roots.
Instagram: @Siko_Republic