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Only brand launched Only Play into the sportswear market
Only Play, a new series launched by the Only brand, is making its debut in the sportswear market. The collection will officially be available at the end of January. This initiative comes from Ready Only, a tennis brand under the Bestseller Group, which now aims to blend fashion with functional sportswear. With the growing demand for women’s sportswear across Europe, Only Play seeks to introduce stylish yet affordable collections that cater to a wide range of fitness enthusiasts.
The goal is to appeal to all women—whether they’re occasional exercisers or regular gym-goers. But it also targets those who may not be into sports but are drawn to the fashion aspect of sportswear. By merging athletic performance with everyday style, Only Play is redefining what sportswear can be.
Each year, the brand will release four collections featuring approximately 80 different styles. While sportswear remains the core of the lineup, the series also includes specialized clothing for activities like fitness, dance, Pilates, and outdoor pursuits such as walking. This variety ensures that the brand can reach diverse consumer needs.
In addition to expanding its own sales channels, Only Play plans to collaborate with sporting goods retailers that value fashion trends, as well as casual clothing chains that offer multiple brands. The series will also be available in the French Vero Moda chain, further broadening its market presence.
By combining affordability, style, and functionality, Only Play is positioning itself as a strong contender in the evolving sportswear landscape. It's not just about exercise—it's about embracing an active lifestyle through fashion.