Boutique launches its new range of activewear designs

Alnwick-based model Heather Swann wears AIM athleisure garments.
Alnwick-based model Heather Swann wears AIM athleisure garments.

A fashion brand created by an Alnwick entrepreneur has unveiled its latest collection.

AIM athleisure, which was the brainchild of Amy Fettis, has completed the CORE range.

The collection comprises 10 activewear garments for men and women.

The items have been designed from scratch by the AIM athleisure team and are made using fabric milled in the UK and constructed in-house at the company’s Jesmond-based walk-in studio.

The range features unique prints created by AIM athleisure and can also be customised with the branding of the company’s fitness business clients.

The CORE products will be stocked in the studio at Osborne Road, as well as in Alnwick boutiques Hotspur 1364 and Regram Runway from December.

The range is another sign that AIM athleisure is going from strength to strength since launching in 2014.

The concept was first created by Amy, a Northern Star Business Award winner.

She said: “I identified the need for quality activewear in today’s world of gym to work to coffee shop that makes you feel good, helps achieve your fitness goals and doesn’t cost a small fortune.

“The vision for the brand is to challenge the traditional – why does a store have to be sports or fashion, why not both?

“As the lines between gym and social attire continue to blur, we believe strongly that both genres of clothing deserve the same level of design integrity so they can be worn together.

“We believe our products are for everyone, in all walks of life and every sport.”

The AIM athleisure studio features technology such as vinyl cutter, heat press and a variety of industrial sewing machines.

All of the pieces are designed in-house by AIM athleisure’s team of industry experts who also produce each garment sample by hand to ensure the perfect fit.

Since launching, Amy, who runs the business with co-director Wayne Johnson, from Shilbottle, has created a team of six, employing fashion graduates and designers from universities and colleges.

The garments from the CORE collection were modelled during a fashion show at Alnwick’s Mailhouse earlier this month.

Visit aimathleisure.com