Athflow is professional enough for the office, stretchy enough for the yoga mat and comfy enough for the couch – as well as most definitely stylish enough to take outside the house with a little accessorising.
When it comes to a local take on the athflow trend, they don’t get much better than Ponsonby based Marlow. A long time in the planning, but momentarily derailed by Covid-19, and officially launched into the market in November of last year, the premium label most definitely arrived fully formed.
Working out of a showroom on Ponsonby Road and available online and in selected retailers, like Father Rabbit, it offers simple, sleek and effortless pieces to wear all year round. It has also been impeccably designed and crafted, mainly thanks to the respected professionals that helped bring the vision to life.
At its head is the preternaturally stylish Bailey Mark, who has worked in the fashion industry for over ten years both in New Zealand and London. A specialist in everything from product development to marketing and e-commerce, she is supported in the brand by her mother Trish, who has over forty years’ experience in the fashion industry as a director, designer, production manager and buyer.
Marlow was born from a desire for balance and a sense of calm in a busy world, and their beautiful pieces are “designed to be an anchor in your wardrobe; timeless, beautiful and practical”, says their mission statement. It’s proven to be a recipe for success, with Bailey telling me one sunny morning in their showroom that in just over two months of trading, they are already exceeding expectations.
“Some styles from our first collection, ‘Desert Oasis’, are almost sold out,” she says with a smile, “which is great!”
The one issue they have come up against is selling some of their activewear styles online, with potential customers unsure about what size they might be and reticent to take a gamble. Thanks to Father Rabbit now stocking some of their signature pieces they have an outlet for people to do exactly that, and there is a pop-up store happening in Ponsonby Road in the near future, so keep an eye on the Marlow Instagram (@marlowstore) for updates.
Online purchases are most definitely happening around the country and also in Australia too, with South Island customers in particular loving the snugglier sets that are perfect for cooler evenings. Aucklanders have fallen in lust with the brand’s buttery-soft Airbrush Sculpt fabric leggings and bike shorts, which sculpt, smooth and lift with a comfy four-way stretch and are most definitely squat proof.
I was given a sneak peek of the Autumn capsule collection, which promises Henley and rugby-style jerseys as well as bomber jackets and tracksuits, and a feminine ballerina wrap cardigan that will look just as good on the street as it does in the studio. The palette has a definite Chloe feel, and I predict it will fly out the door as fast as Desert Oasis, if not faster.
I love that sustainability is at the heart of all the brand’s business practices, and Bailey says they are “always looking to improve our processes to ensure we are thinking about our impact on the environment and a sustainable future.” They make sustainable fabric choices and use manufacturing methods that minimise environmental impact, with all of their manufacturers and suppliers equally as committed to leaving a lighter footprint on our planet.
If you’re looking to add some athflow style to your life, beautiful Marlow comes highly recommended. Plus, incorporating sportswear into your look is an extra incentive to make mindful movement a regular part of your day. (HELENE RAVLICH)
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