As athleisure hits China, Particle Fever is helping to lead the way
Chinese sportswear brand Particle Fever is fuelling the global luxury athleisure trend
Most recently, Particle Fever has partnered with The Woolmark Company and luxury retailer Lane Crawford to create an athleisure capsule collection using Australian merino wool. The material is rarely used in sportswear these days, but actually has plenty of benefits for performance wear.
We caught up with two of Particle Fever’s founders, Zoe Liu and Lin Hai, as well as The Woolmark Company’s China country manager Jeff Ma, to find out about the collaboration and the rise of luxury athleisure in China.
Why do you think athleisure is so popular in China?
LH: I think now people care more about wellness and sports. I actually did a survey before starting the brand and many of my interviewees say that they are passionate about sports because they feel good working out and enjoy an active lifestyle. Taking part in sports creates opportunities for socialising. We also don’t want to limit the format of our athleisure. We are building our community mostly on social media, and we also rely on word-of-mouth.
What are the benefits of sportswear made with merino wool?
JM: Merino wool, as a natural fibre, is known for its many benefits – it’s elastic, breathable and stain-resistant. Back in the 1960s, it was a popular material in sportswear. Now, however, there seems to be a misconception about merino wool – that it’s not suitable for performance wear.
