If you’re into activewear, you’ll know abi and joseph. The Brisbane-based label with a love for cute cuts, perfect prints and trans-seasonal wear that will take you from the yoga studio to the street is one of haven’s faves. We spoke to Sian Robinson, who looks after all things marketing, to take us Behind the Brand.
Tell us how abi and joseph came to life.
Essentially, not everyone wants neon colours or big slogans splashed across the front of their workout gear and this is where the idea for abi and joseph was born. Yoga and Pilates are not about being seen but being confident and comfortable in your body and who you are, and if you have something to wear to class that makes you feel great you will be more motivated to go. One of our favourite pieces is the Classic Long Sleeve Ballet Wrap made from 100% wool. The style, grace and timelessness of the pieces epitomise what abi and joseph is about.
abi and joseph relocated from Perth to Brisbane in 2012. Why the move, and what attracted you to Brisbane?
Perth is a long way away from the rest of Australia and we had a really great following in Perth but with all the international brands moving to Australia and becoming more aggressive, we wanted to see the abi and joseph word spread throughout the entire Australian Yoga, Pilates and Gym community – hence the move to Brisbane. The weather was also a big factor and we have beautiful photo shoot locations nearby (Noosa, Byron Bay etc.) which express who we are as an Australian brand.
The entire team at abi and joseph are involved in every aspect. Everyone has input from the initial design of the garments, print design and fit process through to marketing and events. The entire abi and joseph team work in-store so we are in touch with our customer and are all on the same page. Instead of focusing solely on fashion, our priority is quality and functionality. We are constantly reviewing our styles and fabric technology to ensure our garments not only perform well, but are comfortable and flattering as well.
What are the key considerations when designing a new range at abi and joseph?
All abi and joseph garments are designed in Australia from the highest quality fabrics which are very soft on the skin and designed for a particular purpose, from low to high impact activities. Strategically placed power mesh (a corsetry mesh) is used in sports bras and tights for extra support in key areas, and breathability. Our prints are all designed in-house by our designer and graphic designers, making them exclusive to abi and joseph. A great deal of time and effort is put into our print designs and we don’t rest until they are perfect!
What is your best selling product?
Our prints are always a favourite and as we only make limited quantities they sell quite quickly. We find our prints and the inspiration behind them really resonates with our customer. We love seeing them share their pictures online; from exercising with friends, to doing a fun run to relaxing in their abi and joseph pieces.
Our basics are excellent for everyday functionality. From our Yoga Performance Leggings to Basic Crops and Cap Sleeve Tees, we have a great Originals range which we always stock in-store and online.
Tell us about your latest releases?
Our latest release is our new Blizzard print which is a camouflage design with a touch of snow-tipped mountains in the background, in beautiful cool shades of blue and aqua. They are perfect for winter. We are also loving our Acacia print with its fine floral detailing and bright colours for extra motivation on those cold mornings! Our Cyber Jacket in Black and Seafoam has been an absolute favourite and is so flattering with its panelling and tucked shoulder details. Everyone needs a great pair of basic black tights for high impact activities and our Astra Full Length Tight is perfect! With the power mesh panelling which wraps around the hips and through the legs, and our signature higher rise waistband lined with power mesh, it is the ideal tight for all activities.
Correction: The price of the abi and joseph tights published in the May issue of haven is $75, not $89 as shown.