BRAND BOOK
CONTENT 05 THE STORY 11 THE BRAS 19 THE NAME 23 THE SYMBOL 24 THE BRAND CORE 27 THE PHILOSOPHY 30 THE VISION / THE MISSION 33 THE SUSTAINABLE VALUES
The
STORY Athlecia is developed and founded in Denmark. The concept is designed to meet the woman of the time and her needs in an active everyday life. The collection offers a range of new essential products that focus on multifunctionality and flexibility. Each product is created with special consideration for the environment and designed to serve multiple purposes, in one design. We have differentiated ourselves from the traditional performance-driven approach by developing a clothing style that is comfortable and sports-inspired, yet stylish and classic.
By combining premium quality, flexible fit and elegance, we have created a collection that embraces the lifestyle and trends of the time; and with the intention of giving our customers an opportunity to invest in products to be lived in, to be active in and to relaxed in. The concept consists of a range of comfy wear, active wear, intimates and accessories. All developed with focus on the female body shape and with the diversity in mind. Therefore, we work with 5 different fittings in our clothes and 3 different supports in our wide range of sports bras. In this way, we offer products for multiple purposes and for a broad target group.
EA213405 Franz Bra / EA213320 Cadidell Tights
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EA213346 Flow Bra / EA213354 Flow Tights
THE FIVE FITTINGS BUTT SHAPING FIT Butt Shaping Fit applies within the tights category. The figure flattering and bottom shaping tights provides beautiful shape on legs and bottom. TIGHT FIT Our Tight Fit products are engineered to give you a feeling of being shaped and supported. Our Tights Fit tight styles are developed with a high waistband for extra coverage and to comfortably provide support. REGULAR FIT Is for those who prefer an ordinary fit. Regular Fit products slighty follows
the female body shape without compressing. LOOSE FIT Our Loose Fit products are engineered for you to feel elegant and comfortable at the same time. The products give you great space for movement, while covering the most wanted areas. COMFY FIT Our Comfy Fit products are engineered for you to feel comfortable. The products are developed in different sweat materials, all soft and comfortable to wear.
The
BRAS Our aim is to offer the best possible products; consequently, we are working with valuable investments and with partners who share the same visions as ours in order to reach this goal. Therefore, our sport bras are developed and testet in coorporation with world leaders in breast biomechanics: The University of Portsmouth. Our coorporation gives us the possibility to offer one of the absolutely best sports bras on the market, our Magnolia Sports Bra.
trials at 10 km/h, firstly without bra support and then in our sports bras. To collect the breast motion data, six motions sensors were applied directly to the participants’ breasts and body.
than the other bras tested in up/ down direction and overall.
Breast and body movement was measured in three dimensions: forward/backwards, side/side and up/down. The percentage of breast movement reductions (%) were calculated for each direction and for the overall breast movement
The Magnolia Sports Bra was rated highest and most popular in terms of breast support and bra comfort.
TESTING METHOD Twelve women with a bra size 75D were recruited and bra fitted against a set of breast-fit criteria by a trained bra fitter. During the biomechanical testing session all volunteers undertook four treadmill running
RESULTS Magnolia Sports Bra is within the TOP 3 of all tested sports bras that have been previously tested by the university. Biomechanical analyses showed the bra performance was better
The superior performance results from the firm underband and the shoulder straps, rigid cups and high neckline.
The kind of sport you practice and your cup size define which sports bra that will give you the best comfort. The bigger the cup size and the higher the intensity of your training, the more support you need. To find the perfect sports bra that fulfills your needs, you should always choose on the basis of your cup size.
EA203440 Foan Bra / EA203352 Nagar Tights
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LIGHT SUPPORT SUITABLE FOR LOW IMPACT WORKOUTS: YOGA, PILATES, GOLF, WALKING
Features: All light support sport bras are developed with the following features: Soft, seamless, moisture-wicking fabrics Wide underband to support and provide comfort comfort
EA203440 Foan Bra
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MEDIUM SUPPORT SUITABLE FOR MEDIUM IMPACT WORKOUTS: RUN, BIKE, GYM WORKOUTS, STRENGHT
Features: All medium support sport bras are developed with the following features: Durable, moisture-wicking fabrics Wide underband to support and provide comfort
EA213405 Franz Bra/ EA183388 Franz Tights
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HIGH SUPPORT SUITABLE FOR HIGH IMPACT WORKOUTS: RUN, CROSS, DANCE, BALL SPORTS
Features: All high support sport bras are developed with the following features in order to offer the best possible support: Durable, high performance, moisture-wicking fabrics Wide underband that fits firmly around the body Closure with adjustment at the underband Adjustable shoulder straps to comfortably provide breast support without being too tight Moulded cups, where the breasts are enclosed within the cups Underwires that follow the natural crease of the breast
EA181476 Magnolia Bra
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The
NAME ATHLETIC CLOTHING x LEISUREWEAR
The brand name itself is based on the basic thinking of utility fashion where each product is created with special consideration for the environment and designed to serve multiple purposes in one design. We combine sportswear and casual clothing in one design universe to meet the everyday needs.
EA213327 Elinor Bra / EA213329 Elinor Tights / EA213303 Yarrin Bag
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EA213317 Ingerill Bra / 213316 Ingerill Tights
The
SYMBOL The Athlecia flower symbolizes the feminine universe. From the center of the flower origins 4 leaves that denote the 4 categories in the collection. Comfy wear, active wear, intimates and accessories.
EA213317 Ingerill Bra / 213316 Ingerill Tights
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EA213327 Elinor Bra
The BRAND CORE ”Bringing comfort to countless of people across ages and interests” Sport is the trend that won’t go away. It’s popular because it’s good for one’s well-being and it’s something that everybody can do in one way or the other. Some people are identifying themselfs as a sporty person whilst others think sport related clothing is comfortable to wear. That’s what incapsulates the Athelcia core competence: “Bringing comfort to countless of people across ages and interests. .
The PHILOSOPHY ”The way you feel affects the way you perform”
EA213405 Franz Bra/ EA183388 Franz Tights
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EA213326 Daiphia / EA213331 Windia Bra / EA213332 Windia Tights / EA213351 Windia Shorts
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The MISSION Athlecia offers utility fashion to be lived in. We integrate sportswear and casual clothing in a multifunctional design universe. Creating utility fashion products, designed to fit the modern versatile lifestyle and developed with multiple properties in one style to meet the everyday needs. Athlecia lives through a value for money business concept offering the best products at the best possible prices.
The VISION We aim to be women’s preferred utility fashion brand across ages and interests and to offer products at the best possible prices.
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EA213346 Flow Bra
The SUSTAINABLE VALUES 33
”Sustainable development has been defined as development that meets the needs of the present without compromising the ability of future generations to meet their own needs” UNITED NATIONS
EA213346 Flow Bra / EA213354 Flow Tights
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UTILITY FASHION We integrate sportswear and casual clothing in a multi-functional design universe. Utility fashion, designed to fit the modern and versatile lifestyle and developed with multiple properties in one style to meet the everyday needs.
SLOW FASHION We develop slow fashion. The term is used to describe a clothing collection that has a long lifetime and is worn over a number of years and across fashion trends. This we achieve through basic, commercial and well-fitted styles in extraordinary high quality.
EA213346 Flow Bra / EA213354 Flow Tights
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CAREFULLY SELECTED MATERIALS In our collection you will find styles made of environmetal-friendly and high-quality materials like modal, bamboo & recycled polyester. Carefully selected for extraordinary durability, softness and comfort.
SEAMLESS The seamless equals minimal waste in production
MODAL Modal is a natural textile made of cellulose from beech wood. Modal is described as one of the softest fabrics in the world and gives a nice soft feeling on your skin. In addition, it is water-absorbent while being breathable and quick-drying. Products made of modal keep their shape, do not shrink and have a high resistance to color fading.
BAMBOO Bamboo is a sustainable crop; a fast-growing grass, it requires no fertiliser and self-regenerates from its own roots, so it doesn’t need to be replanted.
RECYCLED POLYESTER Many bottles float around in the oceans and are thrown into the nature. The bottles pollute the environment and take more than 1000 years to degrade. We take action by reusing bottles in sustainable and energy saving garments.
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EA213346 Flow Bra / EA213354 Flow Tights
REUSING ALREADY EXCISTING RESOURCES We develop styles, hangers and packing made from recycled polyester as the main component. The main asset is based on a circular model by using already existing resources to create a new material. Recycled polyester is produced by using resources from used garments or waste. The recycled polyester in our collection is made of reused plastic bottles. The process behind the material is to reconstitute the fiber on a molecular level, thus the performance and durability benefits remain the same as virgin polyester. From an environmental point of view the production process of recycled polyester utilizes remarkably less energy – up to 50% less CO2 emissions compared to virgin polyester. Furthermore, recycled polyester does not require new virgin feedstock – lowering the demand for new petroleum extraction and reducing our overall carbon footprint.
THE RECYCLED POLYESTER PROCESS
Plastic bottles
Chips
Fiber
Yarn
Fabric
SUSTAINABLE APPROACH Long term investments One of our most valuable investments when working with sustainability is our close supplier and partner relations. To find a partner with the same desire and visions is crucial, and we are grateful for our partners, their effort and willingness to invest time and resources in innovation and new technologies, so we together as a team, can work with new designs and develop new solutions and increase our positive impact continuously – for the people and the planet. Strategic sourcing Developing sustainable from within, allow us to set us apart from the competitors. We purchase beyond the traditional aspects of cost, quality and delivery time and include ethical decision making considering social and environmental targets when we choose our materials with consciousness for the environment and according to quality and durability as these dimensions are essential to create long-lasting products. Additionally, our manufacturing units are located with the aim to minimize our environmental footprint. Responsible manufacturing We choose to use our material wisely in the manufacturing process and patterns are developed with zero waste mindset. Even when we have leftover fabrics, they are used for accessories. We choose our treatments with respect for the environment and our well-being and work with great caution to chemicals in both our decisions and in our ambitions. Our suppliers manage their use of water responsibly through wastewater systems to continuously improve their water performance. The plastic used in our hangers and packaging stems from recycled materials to make sure that we reuse already existing resources; and all paper for our carton boxes are verified through a recycling system lincense, to assure the paper can be reused after end use.
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”Supplier relations is one of our strong forces and we don’t compromise on our supplier standards”
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EA213645 Flowee Bra (5089 mel( / EA213346 Flow Bra (1001) EA213341 Flowee Tights (5089 mel + 1001)
”Sustainable transformation is a long journey. It’s not a race, it’s about staying focused and work hard. Then we will reach the goal”
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EA211417 Katty Tee / EA181388 Franz Tights
HOW WE CARE ABOUT PEOPLE AND THE PLANET 2021 20 % of all garments, at least, are made of recycled materials or made in environmentally friendly fabrics (Bamboo or modal) REACHED: 42%
100% recycled plastic polybag packing 100% recycled plastic hangers 100% of our shoe boxes are made of paper from old paper products.
Slow fashion
a clothing collection that has a long lifetime and is worn over a number of years and across fashion trends.
Utility fashion
Multiple properties in one style to minimize the number of items you need and use per day.
OUR FUTURE AIM 2022 45 % of all garments, at least, are made of recycled materials or made in environmentally friendly fabrics like bamboo or modal
BEFORE 2025 60 % of all garments, at least, are made of recycled materials or made in environmentally friendly fabrics like bamboo or modal
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