SoulCycle sees apparel as a means to drive revenue and engage their loyal Soul Community. Their newest collections include apparel and accessories for women and men and are grounded in strong collaborations with on-trend brands that resonate with their customer base.
SoulCycle is pushing their apparel business forward with two new apparel drops. The first unveil, SoulRise, dropped on July 15th with 11 exclusive pieces created in collaboration with Year of Ours, Bala, Lululemon, Les Girls Les Boys, By My Grace and other brands. Their second collection, launching today, is Yellow and will be SoulCycle’s first-ever menswear label. Athletech News talked to Julia Horn, SoulCycle’s senior director of Retail, to explore early reads on these product launches and why these new introductions are so important for their brand health. “Retail is a core part of SoulCycle’s brand identity and something our riders are passionate about. Investing in apparel, especially during the pandemic helped the SoulCycle community stay and feel connected to each other.”
Each piece in the SoulRise Collection was inspired by the official colors of the year – yellow and grey. When asked about key products in the collections, Horn brought attention to the Les Girls Les Boys yellow Sweatsuit. “This piece ties into the streetwear trend while showcasing SoulCycle’s iconic yellow. It is also gender neutral, which is extremely popular across our diverse customer base and an increasingly important category in the wider industry.” Other products in the assortment include popular Bala Bangles, a Les Girls Les Boys oversized hoodie and jogger and a Lululemon reversible mat.
Today’s launch of Yellow, their first men’s in-house brand, is anticipated to be met with a strong response. Each item is treated with a special fuze technology that will keep your apparel smelling fresh over time. A few lucky instructors and VIP riders have already received the product and the response has been incredible.
When asked about their strategy for choosing partnerships, Horn highlighted their work with 125 brands in just the last 3 years, and constantly evolving and expanding brand matrix. “We aim to create meaningful and long-standing partnerships to deliver innovative and buzz-worthy products, but we also look for brands that can bring a new point of view to our riders.” For SoulCycle, this means showcasing and aligning with brands with diverse foundership, innovative climate practices, and brands that are small and lesser-known. “We have a larger platform and a following that trusts us, and we take that responsibility quite seriously. Our customers will begin to see a heightened focus on our commitment here throughout the remainder of this year and beyond.” Outside of co-branded partnerships, Soul’s own brand, Soul by SoulCycle is their largest brand and a key piece of their business.