GRANA Announces the Launch of GRANA Move Activewear
January 12, 2017
Fast-growing direct-to-consumer e-commerce brand GRANA announces the launch of GRANA Move, their first ever activewear collection.
Comprised of 8 styles for women and 5 for men all under $45, the collection is available for pre-order today on the website and will officially be available on February 3.
Expanding into the fitness/activewear category was the logical next step for the online retailer known for designing luxury wardrobe essentials at accessible prices.
The line’s core message, Set Your Own Pace, caters to the GRANA consumer’s desire for quality apparel suited to their active lifestyle.
Recognized for sourcing the finest fabrics in the world including Chinese silks, Japanese denims and Mongolian cashmere with minimal mark up, the brand continues this tradition by incorporating the Taiwanese high-tech fabrics used by higher priced competitors into the GRANA Move collection.
“With the new collection, we curated a collection of activewear pieces that can be styled with existing basics in any wardrobe. GRANA Move is designed for everyday living where comfort is key. The macro trend in fashion is all about blending sportswear, apparel, outerwear, night to day styling; going cross boundaries and territories. With this and direct customer demand for an activewear collection, we’re excited to launch GRANA Move in early February as it’s a new category for our brand,” said Luke Grana, CEO & Founder at GRANA.
In addition to durable high-tech fabrication, GRANA Move incorporates clean and minimal design elements that flatter the physique for a variety of body shapes.
The women’s collection is comprised of sports bras, crop tops, tees, shorts and leggings in a muted color palette that ranges from basic black and white to on-trend neutrals, priced from $29 to $45.
Men’s styles include tees, tanks and shorts in shades of blue, black and grey retailing for $25 to $29
GRANA is a direct-to-consumer e-commerce fashion brand designing wardrobe essentials in-house, using the finest fabrics from around the world, available at honest prices.
GRANA offers global shipping directly to 12 countries within 1-2 days (www.grana.com).
Strategically headquartered in Hong Kong, GRANA was founded by Luke Grana and Pieter Paul Wittgen in October 2014.
To date, the start-up has raised US $16 million in funding from 500 Startups, Alibaba’s Hong Kong Entrepreneurs Fund, Golden Gate Ventures and MindWorks Ventures.