Peloton, the trendy exercise-equipment peddler, is leaning into activewear with the launch of its own private-label apparel brand. The fall collection includes a range of pieces that the company says have been wear-tested by Peloton members and instructors.

Peloton launched a private-label apparel brand, meant for workouts and beyond.

Peloton began selling apparel in 2014 as a direct response to member demand, historically dropping seasonal and cultural collections in collaboration with a number of brand partners. Earlier this year, for example, Peloton teamed up with Adidas for a collection featuring unisex styles and inclusive sizing. This is the first launch where the majority of the collection is from Peloton’s private-label line, according to a press release from the company.

Jill Foley, Peloton’s vice president of apparel, said the brand was influenced by the company’s instructors and the collection is meant to support its members. “With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond,” she said in a press release. “Our goal with this brand is to enhance our members’ lifestyles, not just one part of their day.”

Peloton Apparel will include a line of signature styles offered each season, but with new colorways and design elements with each performance-tested drop. The apparel features four fabric types, which offer different functions. Peloton Cadent Fabric is the company’s signature performance stretch jersey in a polyester-spandex blend with a micro-peached finish. Peloton Lite Lines Fabric is a performance knit jersey made of a blend of polyester, Lyocell and spandex. Peloton Move Mission Fabric is a high-gauge nylon-spandex interlock with moderate to high compression. Peloton Essential Fabric is a high-gauge nylon-spandex interlock with light compression.

The fall 2021 collection features a mix of men’s, women’s and gender-neutral styles and accessories.

Peloton’s big push into apparel comes as shares for Lululemon reached an all-time high after the high-end activewear company exceeded expectations for its latest quarter and said it’s on track to hit a 2023 revenue target well ahead of schedule. Indeed, activewear continues to perform well. Women’s activewear grew about 40% in the first half of 2021, while men’s and children’s activewear grew about 45% compared to 2020, according to market research firm NPD Group.

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