Bala, the design-forward workout equipment brand known for its viral Bala Bangles, is expanding with its next big category launch: activewear.
“From the beginning of Bala, there was always going to be apparel — it was eventually always going to be an extension of the brand. We want to build the Bala world into a full lifestyle, where you’re living in the Bala world and working out with our products. It felt like such a natural extension — as we are a fitness brand, we need to have fitness products that you could actually work out with, so apparel,” cofounder Natalie Holloway told WWD.
She added the line, which they’re calling Everyday Active, was designed not only for low-impact sports, but also for the everyday — from pilates to Soho House to coffee meetings and beyond. The collection includes a cotton and spandex with polyester blend sweatshirt and shorts, as well as nylon and spandex blend biker shorts, a flared legging, a square-neck bra and streamlined tank dress.
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Each style is available in hues directly inspired by Bala’s five core colorways of charcoal gray, espresso brown (in lieu of their signature sand hue), blush pink, sage green and sea blue, with sporty contrast piping, to match the brand’s athletic accessories.
“We started with classic styles that I love to wear, like the biker shorts, sports bra and flared legging,” Holloway said. “All of the products were built for the lifestyle of me, but also all of our consumers, to live in all day long.”
She noted for the launch, the brand will have billboards in Los Angeles and is partnering with Alfred’s Coffee in West Hollywood for a community morning with custom Bala coffee and shoppable activewear styles in-store.
She added that while the first collection plays into the brand’s core colorways, Bala plans to launch new hues and capsules once each quarter. Priced $69 to $109 in sizes XS to XXL, the line will be available via the brand’s e-commerce, and with select retail partners.
“Selling as a fitness brand is so specific. Like, I might be the customer that only will buy a yoga mat, you might be the customer that’s only gonna buy dumbbells — it’s a very specific customer. But everyone buys activewear, so this is a way to speak to everyone that’s in the Bala world. Also, it allows us to go deeper with our customers that want to live the brand and wear a Bala outfit. It just makes sense to wear if you’re an avid fan!” Holloway said.
