26 July 2015

Naked Wear aims to offer fitness wear that Asian women covet

Source: Naked Wear.
A Naked Wear model next
to a mannequin modelling
Naked Wear's
Atalanta bra and leggings,
which will be in an
upcoming collection.
A group of fitness enthusiasts have set up Naked Wear, a startup for Asian women by Asian women to provide workout apparel that provides the right amount of support at the right price point.

"As the fitness becomes increasingly important to women in Asia, we noticed a general lack of workout apparel in the industry that provided adequate support and affordability. The fitness wear industry today is still largely dominated by Western brands, whose fit may not be suitable for the frames of Asian women. This is the case for Singapore and most of Asia," said a Naked Wear spokesperson.

According to the spokesperson, Naked Wear's offerings are based on comfort, security, style and affordability. "We believe that it is possible to blend sweat and glamour, and that women should be free to be who they are and pursue their goals while wearing Naked Wear. We want to provide local female consumers with the option to take their fitness challenge up a notch, while enjoying a beautiful second skin," she said.

The company has built up a collection of signature sports bras, pole shorts and flash tattoos - temporary tattoos inspired by jewellery which often look metallic - which are publicised mainly through social media. "We launched our first collection in May this year which you can see from our website. Our social media channels and main advertising platforms are Facebook and Instagram," the spokesperson said. "Our vision is to be Asia's leading fitness wear brand and eventually expand beyond Singapore's market."

The company understands the interplay between bricks and clicks well, and invested in two one-day popup stores, in June at Ecole de Pole Asia, a pole studio in Clarke Quay, and in July at UrbanScape, a yoga event in Chinatown. Naked Wear found that two pieces at the popup stores became big hits: the limited edition Summer Fairy Bra, and a pop-up preview of the Atalanta bra.

The Summer Fairy bra is available while stocks last. Inspired by the changing colours of nature in summer, ever piece is one-of-a-kind. The bra comes with multiple straps in multiple colour gradients for a unique look.

The Atalanta bra will be included in Naked Wear's next collection. Available in sizes S and M, this dynamic piece is lightweight for free movement with moisture-wicking fabric, and comes with changeable padding. It can also double as swimwear.


In conjunction with Singapore's golden jubilee year, Naked Wear is running two SG50 promotions from August 1 to 31: 50% off Naked Wear tattoos, and a 50% discount on the second sports bra purchased. Readers can send their orders to hello@nakedwear.co and quote the SG50 promotion.