The Tamesis
“I think we all feel there’s a revolution happening in the wearables space, but maybe it’s not as exciting as it is now since the 2000s,” Ross said. “I’m fascinated by this sense of self-development where something specific about luxury has to gain more, so grouping tools to help enhance that process was a natural convergence of interests. It’s the intersection of design, weaving, technology and luxury fashion, and these products are an extension of our lifestyles. We’re just amplifying their form and really addressing the needs we’re seeing in the market right now as it relates to people and their health.”
Wearable health trackers fall into two main categories: wrist-worn devices and smart rings. The main challenge in this crowded industry is form factor – although devices have gradually become smaller since the first smartwatches and rings were released a decade ago, they are anything but discreet. Wearing it is a statement that seems to have equally positive or negative impact depending on one’s social and fashion circles. When most of Whoop’s competitors were asked how they deal with the challenge of designing their devices, they said they were focusing on different colorways and making their devices smaller over time.
Whoop is the first wearables brand to launch apparel so far because it doesn’t want to be limited to a band that many consumers don’t want to wear. The next challenge is to design clothing for consumers Do Wanting to wear it – and Ahmed is well aware of this – was the motivation for working with Rose and SR_A.
“I think it’s easy to make the mistake of, ‘Oh, because we developed this cool technology, everyone is going to want to wear our boxers or shorts.’ But the reality is, these need to stand on their own as great apparel, and when you launch a pair of shorts, you’re competing with the best apparel brands in the world,” Ahmed said. “So what we did with Samuel is say, ‘We want this to be exciting and beautiful in its own right.’ ‘Yes, of course, but on top of that you can now wear the Whoop around your waist. We felt it had to be at the highest level both from a design and technology perspective. “
Ross’s first collection for the Project Terrain collaboration employs design codes familiar to those familiar with A-Cold-Wall, as well as his brand’s collaborations with luxury and performance apparel brands such as Nike, Diesel and Oakley. Streetwear and performance wear are equally inspired, with technical nylon garments featuring welding, laser perforations for breathability and lightweight outerwear with retractable hoods, clothing for customers who want to wear these pieces for trail running as much as city dwellers wearing them for coffee, Ross said.
