Have you ever ever felt a burst of motivation to make a beeline for the gymnasium, or head out for a run merely due to a cute new T-shirt, or a pair of brightly patterned leggings? With luxurious athleisure having a second world over, your cute leggings or that stylish tennis skirt at the moment are exercise motivators, and much more.
Becoming a member of the fray is luxurious athleisure model Athletifreak, which lately threw open the doorways to its first retailer in India, in Delhi. Based by entrepreneurs Mo and Noor Wadhwani within the US in 2021, Athletifreak is being backed in India by actor Shahid Kapoor and his spouse and entrepreneur Mira Kapoor as strategic buyers and model ambassadors.
“The model was born practically 5 years in the past when my husband was coaching for the Ironman triathlon. I’ve a background in vogue and was excited to have fun vogue and health collectively,” says Noor. Mo remembers how he was in a position to dig deeper and determine alternatives for enchancment within the garments he was coaching in. “We stored asking ourselves how we may make one thing that has the best material, efficiency, performance and match. We additionally wished to develop a model that needed to be a persona; the place somebody may say ‘I’m an athletic freak’,” he says, of what he calls their ‘freakish ardour for motion’.
Mo and Noor Wadhwani
| Picture Credit score:
Particular Association
Coaching shorts, skorts, joggers, wayfarer shorts, basic polos, tanks, hoodies and sweatshirts, all in strong colors from deep blue and espresso brown to rose make up Athletifreak’s assortment. Loads of time and analysis, Noor and Mo say, went behind the event of their totally different material applied sciences used throughout the clothes, to make it light-weight, breathable, stretchable, anti-microbial and moisture wicking. “As a material geek, I realised it needs to be purposeful, really feel good and look good to carry vogue and performance collectively in one of the simplest ways attainable. We’re additionally very aware concerning the supplies used and 60% of our product is sustainable material,” Mo says.
5 years on, with India’s quickly evolving health tradition, the duo believes the timing couldn’t have been higher, for them to carry the model right here. Their model story and imaginative and prescient to cater to folks of all ages and all types of motion primarily based on their particular person journeys is one thing that Mira Kapoor says she resonated with. “Being a strategic investor and companion got here very naturally to each Shahid and I. Shahid’s main type of motion aside from train is dance, and for me, I really like pilates, strolling and mindfulness. We had been eager on being concerned in a model that’s rooted in India however has international attraction,” she says.
The Athletifreak retailer in Delhi
| Picture Credit score:
Particular Association
The posh athleisure model’s option to open its first retailer in Delhi comes shut on the heels of the London-based model Cos opening its first retailer within the metropolis as properly. Whereas each Mira and Noor discuss their shut ties to town having grown up there, Noor additional says that town has an affinity for luxurious, and could be very aware of luxurious vogue.
“For us, it was extra about coming into India with a bang, not nearly Delhi or Mumbai. We can be all over the place, and have a major presence on-line as properly. I feel the tail winds behind health and wellness as an trade are very sturdy right here at current,” Mira says.
Shahid speaks
“A flexible hoodie, a comfortable — able to tackle the world sort of — sweatpants, and breathable excessive efficiency T-shirts,” says Shahid Kapoor, when requested what are the three must-have athleisure necessities everybody ought to have of their wardrobe. The actor says that it will be important for everybody to search out their private fashion primarily based on what they’re comfy and assured in, “Athletifreak too is designed in such a approach that it isn’t nearly trying good, it’s about feeling sturdy and ready for regardless of the day throws at you. That mix of performance and elegance is precisely why these items have grow to be a core a part of my life and work,” he says. The model being constructed for ‘actual life’ is why he says he was eager on being part of constructing it. “I may really feel the clothes transfer with me, help me and nonetheless have that fashion edge,” he provides.
“Athleisure has developed as a result of now, you possibly can put on the identical pair of leggings to the gymnasium, you possibly can journey in it with an outsized T-shirt or you possibly can lounge at residence. You’ll be able to even exit at night time sporting an fascinating high or a blazer and a pair of heels, together with your black leggings,” she provides. Athletifreak’s core black leggings as an illustration, she says, could be dressed up or down with the model’s fascinating jackets in several pop colors.
Having already partnered with Ironman within the US, the crew behind Athletifreak is hoping to interact with India’s rising health communities within the coming months. “A court docket, a category, or a run membership is now changing into a spot of discovery for friendship and connection. This, I really feel, aligns with Atheltifreak’s core philosophy, which is to search out and have interaction with different individuals who share that very same ardour and that very same drive,” Mira indicators off.
Athletifreak is at Nexus Choose CityWalk, New Delhi. Costs begin from ₹3,999 onwards
Printed – September 19, 2025 10:04 am IST
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