Crew clothing enters the athleisure arena—and it’s anything but basic
First Look: Crew Clothing Unveils Debut Athleisure Range
Crew Clothing, the much-loved British brand known for its relaxed coastal style, has just dropped something new—and it’s not your typical laid-back, weekend wear. Meet SuperLuxe, Crew’s first-ever athleisure collection. This new range combines the best of performance wear with that unmistakable Crew Clothing charm, and it’s already making waves.
While athleisure has been a booming trend for years now, this collection feels like the perfect mix of style and function that we all need in our wardrobes. Whether you’re a fitness fanatic or just love that cozy, sporty vibe, SuperLuxe promises to offer more than just your average leggings and hoodies. It’s about making you feel good, whether you’re on your morning run, heading to a yoga class, or meeting a friend for coffee.
The New “Go-To” For Everything
Crew Clothing isn’t new to the idea of comfortable, versatile clothing, but with SuperLuxe, they’re taking it to the next level. The collection is all about making activewear feel luxurious and stylish, without losing any of the performance benefits we’ve all come to expect from athleisure. Think high-performance fabrics that are breathable, stretchy, and sweat-wicking—paired with that signature Crew style.
The range includes everything you could need to move through your day with ease: sleek leggings, stylish joggers, zip-up jackets, soft hoodies, and sports bras—all in Crew’s signature color palette. There’s plenty of navy, soft greys, blush pinks, and even their iconic Breton stripes, which instantly add a bit of that preppy, coastal feel.
What stands out is the attention to detail. From subtle tonal logos to carefully constructed seams, each piece feels refined, giving you that “luxury but casual” vibe that’s perfect for whatever life throws at you. It’s athleisure that’s designed for the modern person who doesn’t want to compromise on comfort or style.
Why Now?
Let’s be honest—athleisure isn’t going anywhere. If anything, it’s only getting bigger. The idea of combining style and performance wear has evolved from a trend into a lifestyle. And with the rise of wellness culture, it’s no surprise that so many of us are choosing clothes that help us feel comfortable, confident, and ready for anything. The demand for pieces that seamlessly blend fitness and everyday life has skyrocketed, and Crew Clothing is clearly ready to meet that demand.
It’s not just about looking good at the gym anymore—it’s about feeling great and looking good wherever you go. Whether you’re running errands or on your way to meet friends, there’s a need for clothes that offer freedom of movement without sacrificing style. SuperLuxe aims to deliver just that.
Behind the Seams: Growth That Signals Bigger Ambitions
Crew Clothing’s debut into athleisure with SuperLuxe isn’t happening in a vacuum—it’s part of a much larger growth story for the British retailer.
Off the back of a strong festive trading period, the brand reported a 45% surge in sales during the two weeks leading up to 24 December, with online revenue jumping an impressive 70%. Store sales also rose by 22%, bolstered by the 15 new store openings completed in 2024.
And they’re not slowing down. Crew Clothing is set to open at least 20 new stores in 2025, signalling strong consumer demand and a clear confidence in bricks-and-mortar retail. This kind of expansion typically reflects wider brand investment—not just in physical space, but in infrastructure, logistics, and operational teams that support both retail and digital growth.
Crew’s rising presence on third-party platforms, including M&S and John Lewis, also contributed to a 34% uplift in total sales, underlining the brand’s ability to meet customers where they already shop.
While there’s been no public statement about recruitment, such rapid expansion and category diversification often go hand in hand with behind-the-scenes growth—from product development to digital operations—as brands scale to meet demand and support new ventures like SuperLuxe.
More Than Just a Collection
The launch of SuperLuxe isn’t just about the clothes; it’s about a shift in the way Crew Clothing connects with its customers. The brand, known for its relaxed British style, is aiming to appeal to a younger audience who’s just as focused on wellness as they are on fashion. To kick things off, they’ve paired the collection’s release with a fresh marketing campaign, featuring influencer collaborations and pop-up fitness events that bring the new line to life in a way that feels both fun and engaging.
A Step Forward for Crew Clothing
Crew Clothing has been around for over 30 years, and while the brand is beloved for its timeless, coastal-inspired pieces, this move into athleisure shows they’re ready for what’s next. They’ve tapped into a growing lifestyle movement where fashion meets function, and they’re doing it in a way that feels authentic to their roots.
For fans of the brand, SuperLuxe isn’t just another collection—it’s a step into the future of what Crew Clothing can offer. It’s the same relaxed, elevated style they’re known for, with a modern twist that speaks to the way we live now.
Continued Growth for Crew Clothing
But Crew Clothing isn’t just shaking things up with SuperLuxe—they’re also in the midst of an impressive period of growth. The brand has reported “exceptional growth” ahead of the Christmas period, with sales rising by 45% in the two weeks leading up to 24 December. A significant factor behind this surge was a 70% increase in online revenue, showing just how much their digital presence has resonated with shoppers.
In addition, Crew Clothing saw a 22% rise in store sales, thanks to the 15 new locations they opened last year as part of their larger expansion strategy. Looking ahead, the brand plans to continue this growth trajectory, with plans to open at least 20 new stores in 2025.
Their retail presence isn’t the only thing expanding—Crew’s third-party sales channels, including partnerships with M&S and John Lewis, have also contributed to their 34% increase in overall sales. With an eye toward both physical and digital growth, Crew Clothing is clearly positioning itself as a retailer to watch in the coming years.
The Future of Athleisure
With SuperLuxe, Crew Clothing isn’t just riding the wave of athleisure—it’s setting the stage for what’s next. As wellness and comfort continue to influence the way we dress, it’s clear that this blend of fashion and performance wear isn’t going anywhere. And Crew’s latest collection is a perfect example of how brands can keep evolving while still staying true to what their customers love about them.
So, if you’re on the hunt for clothes that feel as good as they look, it looks like Crew Clothing has something pretty special waiting for you. The future of athleisure is here—and it’s looking pretty SuperLuxe.
Sources: https://www.drapersonline.com/news/first-look-crew-clothing-unveils-debut-athleisure-range
https://www.retailgazette.co.uk/blog/2025/01/crew-clothing-sales-rise/