E-commerce giant Amazon continues its assault on the fashion industry, having launched its first athleisure private brand called Aurique.
Its inaugural collection – a line designed for autumn/winter – features an array of workout outfits and athleisure separates including leggings, sports bras, tops and running jackets.
The line, launched by Amazon Fashion Europe, aims to provide “fashion inspired performance wear” ideal for everyday activities and gym classes, combining style, quality, comfort and functionality.
“Aurique was created to fit our customer’s busy lifestyles and complement their wardrobes with beautifully designed, fashion inspired activewear,” says Frances Russell, vice president for Amazon Fashion private brands Europe. “We want to provide our customers with comfortable and stylish athleisure outfits, which are affordable and make them feel great at every occasion.”
The collection offers Amazon customers a wide range of styles for an active lifestyle and focuses on carefully selected fabrics with performance attributes, key seasonal silhouettes and detailing such as mesh inserts and high shine prints.
Key pieces include a metallic hooded running jacket, mesh panel printed sports leggings and seamless long sleeve tops.
Amazon has made no secret of its desire to dominate in the apparel space and over the last few years has been building up its private-label clothing lines, as well as taking on a raft of brands such as Nike, Under Armour, Hanes, and Gildan Activewear.
Amazon Fashion’s existing private brands include Truth & Fable, an occasionwear brand for women, Find, a street style inspired brand for men and women, Iris & Lilly, a contemporary lingerie label for women and Meraki, a premium basics brand offering menswear and womenswear.
It also launched Prime Wardrobe last year – a try before you buy and only pay for what you keep, service – and the Echo Look personal shopping app.
The company has also recently filed a series of trademarks for more clothing brands.