Pop star Rita Ora is launching a sustainable activewear brand called Humans Being that aims to take women “from workout to night out”.
The label, which will be launched on November 3, offers “fashion-minded people sustainable and stylish activewear that is tailored to people and their hybrid lifestyle”. The garments are made from sustainable and recyclable materials with a circular life cycle, including Antex’s Ynviron, recycled plastic bottles and natural materials such as organic cotton.
The first 12-piece collection offers athleisure clothing that “every capsule wardrobe needs to move with the wearer throughout the years and throughout the day,” explains the brand. She’s said to be good for everything — from going to the gym to running errands to going out with friends.
The concept behind each collection is to “enable a seamless transition from one activity to the next, with a 360 degree design focus” to give the wearer “confidence from every angle”.
Singer Rita Ora launches activewear brand Humans Being
In a statement from the brand, Ora’s Chief Creative Officer has designed an eco-conscious and luxury activewear line in close collaboration with technicians from the fashion and sustainability sectors.
The brand’s ethos is to design eco-conscious, high-quality garments that “last and help people,” the brand adds, while also closing the clothing loop. To achieve this, the brand has partnered with Reskinned, a company that collects used clothes from consumers or gives them to a local portal to turn them into materials with a story.
In addition, Humans Being has partnered with the World Land Trust and donates a portion of each sale to rainforest conservation.
“Fashion has always been an important part of my life. As a teenager, I worked at the Size? on Portobello Road in London. I remember going there at the flea market looking for the perfect vintage pieces to pair with the sneakers my job gave me. I liked the idea of mixing modern and vintage styles and reusing a piece from the past in a way that made me feel special and unique and that’s something I still do to this day.” Ora comments on the launch in a statement.
“When I started Humans Being I wanted to embody the same mentality and use recyclable materials to create clothing that is both stylish and comfortable. It was important to me to create looks that make you feel good both inside and outside. I’ve assembled an absolute dream team for these and can’t wait for them to be available,” adds Ora.
The first collection includes twelve pieces of clothing ranging from cycling shorts to sweatshirts, sweatpants, sports bras and leggings. They each come in six different colors, including neutral and bold shades. Prices range from £45 to £110 and will be available exclusively on humans-being.com from November 3rd.
This translated article originally appeared on FashionUnited.uk.