catwalk

Blue Sportswear Spring - Summer 2012

BLUE are clothes that feel right – regardless of wether you’re at your pilates class or on your way to do shopping.

Critical woman with self-awareness who don’t mind flauting their extrovert life style are the targets of this brand. The means is called BLUE and the result is sportswear that signals energy and attitude. The quality is in the genes.Creative forces behind brands such as H20 and signal have summoned a number of active woman and asked them about their wishes and habits in order to isolate an expression that goes beyond sweatpants and a wasked-out hoody.

Instead of traditional biannual collections, BLUE has chosen to present smallermonthly collections with seasonal and fashion plate focus.

The style is casual with a touch of cool and ranges from yoga over fitness to cafe. The trick is to admit to the joys and pleasures of sports and to steal from fashion with finesse.

The choice of material is natural and without compromise. Silk, alpaca and cotton have been chosen owing to wearing qualities and comfort, however requirements are close to optimal. For example American pima is used – a spin-off of the long fibred Egyptian cotton that ensures a silky luster and washed well.