Partner Article

Young fashionistas launch active lifestyle clothing brand in Jesmond

An independent fashion retailer has launched in Jesmond, Newcastle, following a £150k support package from HSBC.

AIM Athleisure aims to flourish in the contemporary fashion market with its active lifestyle clothing brand, a vogue inspired by high-end designers, streetwear and celebrity muses such as Kendall Jenner and Gigi Hadid.

The athleisure trend of combining comfortable sportswear with tailored pieces has risen to popularity in the UK. With the company employing a team of first class design graduates from the North East it hopes to be the region’s go to place for acquiring such garments.

Founder Amy Fettis, supported by new Director Wayne Johnson, says she aims to create a ‘global fashion brand’ in Newcastle and believes the business is a ‘timely response to a gap in the market for a growing trend of men’s and womenswear, that challenges traditional ideals that clothes must either be fashionable or comfortable’.

Constructed and developed by experienced womenswear designers Helen McClafferty and Emma Williams, along with menswear designer Adam King, the firm’s AW16 Collection already in production and SS17 already on the drawing board.

Using funding from HSBC, AIM has furnished its Osborne Road studio with everything needed to design and create its garments in-house.

As a result, the team has also incorporated a wholesale manufacturing element into the business model to collaborate with and support other local businesses.

Moreover, Nicola Patton and Sarah Pearce have joined the team as a pattern cutter / sample maker and Intern, whilst the young enterprise is also on the hunt to hire a Digital Marketing Manager.

Amy added: “We intend to supply the key ‘look’ each season, so shopping our store feels like walking into that person’s closet who’s style you really want to steal.

“AIM is disruptive to the market, to what’s already out there. We intend to make the shopping experience effortless so customers can find every piece they need in one place.”

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