LNDR was created in 2015 by Joanna Turner, Sarah Donnelly and Donna Harris, to cater to the busy energetic London lifestyle. We caught up with them to find out what makes good activewear and how good it can improve your workout.
How did the three founders of LNDR come together & did you all have the same vision of how you wanted to drive the brand?
All three of us have worked in the fashion industry for several years and as a result, our paths crossed many times. We live very similar lifestyles – working hard, working out whenever we can, socialising and travelling – and together wanted to create a premium high-performance active-wear and every-wear brand that would promote the healthy, fun and active lifestyle that we like to live.
We also shared the same ambition to do things a bit differently in our business – to really question how things are done and analyse whether there’s a better or more logical way. This is now part of our company culture and something we make sure we’re always discussing and testing.
What was the inspiration behind LNDR?
Based in East London; with a team from all over the world, LNDR (pronounced L-N-D-R) produces technical activewear with premium fabrications and a clean aesthetic; Clothes that feel so good on they can enhance your every day.
LNDR has been described as the high-performance technical activewear for the ultimate energetic woman on-the-go, how does the range cater to this type of lifestyle?
We’ve always had a very strong focus on our customer and what the product needs to deliver for her: she’s a busy woman, who appreciates sleek design, superior hand feel and quality, and believes the distinction between work and home-life is increasingly blurred. She works hard, she works out, she travels, and she socialises – she wants to fit everything in, without any fuss. So she needs clothes that transition between the different aspects of her life – that are high performance; technical and functional with a clean and fresh aesthetic and flattering lines.
What would you describe as your unique point of difference in the fabrication & overall aesthetic of your designs?
The starting point behind the designs came from the human body. The central idea starts with function and form. Seams and panels follow muscle lines or movement/hinges/joints that bend. The product development is considered in a way to Cradle muscles, slim physiques and open up movement points, then styled with tonal and clean fresh colours to create a sophisticated, relaxed look. Things that you can wear all day every day… Doing what makes you feel good.
How strongly do you believe that looking good in activewear can promote further enjoyment and performance when it comes to working out?
Technical fabrications and innovative functional design are at the heart of every single piece of clothing we make. We want the clothes to look good but it is also hugely important to us that they do exactly what they should do in the active-wear space. We want our customers to enjoy working out and have the clothes that help and allow them to do that.
What do you believe are the 3 key factors that make a great piece of activewear?
Living an active lifestyle in a big city means comfort is as valuable a commodity as time. You want to be able to fit everything in, and you need clothes that cross between the different aspects of your life – in aesthetic as well as capabilities and function. Our biggest inspiration comes from the people living this lifestyle. Really looking at every element to make the pieces more flattering, smart and transitional, as well as superior comfort, fit and feel.
Comfort is key. Wear something that makes you feel great – even before the exercise-related endorphins kick in – and make sure that you choose the right size.
With already global reach in 20 countries, how do you envisage the brand expanding in the next few years?
We see ourselves expanding our global reach with multiple headquarters around the world to better serve different markets. We also see LNDR expanding into a full range of women and men’s lifestyle products, in addition to clothing.