Locally-designed Spanish women’s sportswear label beFitness Active Wear was launched recently at Decode, the unique concept store from Fifty One East. The launch event, which marks the worldwide debut of the brand, was attended by founders Adiel Mohamed (a Qatar Chain Reaction Saturday Social Ride cyclist) and Carla Pregiguero, brand ambassadors and sports and fitness enthusiasts. According to Pregiguero, the new fitness clothing brand aims to provide women a comfortable feel either on daily use or when doing physical exercise and fitness training such as running and yoga, among other activities.
“Our concept is a fitness clothing brand that looks for sustainability, in the sense that it seeks a balance between the aesthetic and the functional. Undoubtedly, this brand has pieces that, analysing the latest trends, you can (and want) to wear, not only for your training but also in your day-to-day living,” she said. beFitness Active Wear will be retailing exclusively through Decode, located on the ground floor in Lagoona Mall. From sportswear to designer denim and from vintage-inspired to modern apparel, Decode brings an array of global brands to a huge space of more than 635sqm.
The launch further enhances the store’s position as the ultimate destination for international casual ready-to-wear labels. It also reinforces Fifty One East’s commitment to supporting the sports and fitness community in Qatar. With its motto "training has never been so comfortable”, beFitness Active Wear is a fitness clothing brand that seeks a balance between aesthetic and functionality while maintaining sustainability.
While the brand mainly targets women; the founders said a custom-made men's line is also available upon request and it includes apparel for gyms, wellness clubs and sports teams. “In the brand’s catalogue (available on our website in Spanish and English), most of the garments are made up of a very high percentage of polyester and a very high percentage of nylon (depending on the piece) and in all of them in a lower percentage, we will find a percentage of spandex, which makes the garments long-lasting and resistant to any impact or type of position or body movement,” Pregiguero said.
Matching the latest fashion trends, the brand’s collections adopt a minimalist style with monochromatic and functional looks aiming to make women feel comfortable wearing the pieces during training and also in their daily routines. “Today when it comes to physical exercise, there are many variants that influence the practice of physical activity that we carry out and its success. One of these requirements is the use of the best brands of sportswear,” Pregiguero noted. beFitness Active Wear apparel are also available for all countries in the Middle East and soon in Spain, she said.