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Athleisure & Boutique Fitness Fashion

The Rise of Athleisure

Athleisure, simply put, is athletic apparel that people can wear in non-athletic settings.

The rise caught many by surprise with a lot of people wondering if it was just a fad. However, more and more people are leaning towards the comfort of athletic clothing.

Athleisure is the blend, the blur between performance wear and comfortable athletic inspired lifestyle clothing. It has over the last couple of years solidly dominated the runways. More and more brands are turning their designers to comfy practical clothing.

The athleisure interpretations on the runway divide into two themes. The first is a track, field or gym-ready look that takes athleisure quite literally. These are clothes-to-go with body defining cuts, utility details, sporty colourways and decoration that directly references sports – such as numbered tops or stripes on rugby shirts. But a little indulgence is still allowed – Moncler’s bomber and shorts in white luxe lace makes that clear.

Alternatively, there’s a sports influence that’s more about everyday (or after dark) wear with an edge. But it’s one that really makes you feel the force of the sports trend.

One potential reason this trend is going from strength to strength is the growing health conscious population. People are more aware than ever of how things effect their health. They are eating healthier, organic foods, living more active lifestyles and they want the clothes that fit with this lifestyle.

Another reason for the trends exponential rise is the support from big brands. Adidas, is one example of a sports brand benefiting massively from this trend. The athleisure movement is allowing them to reach new demographics.

HBBs and Athleisure

Where does HBB fit into all this?

Our bags make great companions for all walks of life, from the office to the beach. Whether you’re heading to the peak district or the gym.
They are designed to be practical, comfortable and stylish. They come in a huge range of colours, fabrics and design all with our unique shape.

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The New HBB Branding

Our New Branding

You may be noticing some changes.

This is because we decided it was time to refresh our look and our message.

We wanted to get to the core of who we are and what our bags mean to our customers.

This was no small challenge.

We began by sitting down and asking the hard questions, what are our customers saying about us? To each other, to their friends, and to us?

With this in mind, we began thinking about the HBB identity, where it currently is and where we wanted it to go.

What became very clear, very quickly was that we are many things to many people. But what is our core message?

Comfortable, Practical, Unique.

After hours of brainstorming these three words appeared at the forefront of the conversation.

From this we came to a brand statement that we believe combines these ideas perfectly.

Beautifully Balanced

Balanced not just in the ergonomic, comfortable shape, but as a part of your lifestyle. Perfect for city slickers and country ramblers; for the office or the beach.

The Look

Next we had to figure out what this would look like.

Mood board after mood board exposed some weird and wild ideas.

We settled in the end with a mixture of abstract imagery that display this idea of balance without immediately identifying our product. Perhaps more importantly though is the idea of colour! Bright block colours that match the innovative, exciting and colourful bags that we make.

How does this actualy look?

What are your thoughts?