FASHION-INSPIRED SPORTSWEAR FROM MPG SPORT
Sportswear brands continue to blur the lines between fashion and function, with offerings that combine performance benefits and style. Consumers have come to expect activewear that is well-designed, forcing companies to evolve with the trend. But fashion has always been at the forefront for MPG Sport. The brand developed a line of apparel that could meet the demands of athletes, while still adhering to it’s core principles of fashion-forward styling.
“Because MPG was developed as a separate division of our parent company, Mondetta Clothing, which had already established a sterling reputation based upon fashion forward designs and meticulous attention to detail, our approach to the activewear market was from a fashion standpoint. Many of the other active brands in the marketplace that claim they’re fusing fashion-forward styling with performance aspects are attempting to do so in a manner that is decidedly after-the-fact. Fashion, design, keen aesthetics and style is in our brand’s DNA; it is innately who we are.”
CEO and Head Designer of MPG Sport, Ash Modha, received most of the inspiration for the line from his wife, a ballet dancer, and her friends’ desire for activewear that performed well but didn’t sacrifice comfort. Dancers became the company’s focus group and their strong, smooth, elegant movements are captured in the brand’s attire. Since its inception, MPG Sport has continued to use dancers, instead of models or other types of athletes, in campaigns. Among those featured in the most recent campaign are: Stella Abrera (Soloist, American Ballet Theatre), Sascha Radetsky (Soloist, American Ballet Theatre), Bijoya Das (Hip Hop Dance Artist), Lesley Rausch (Principle, Pacific Northwest Ballet) and Lucien Postlewaita (Principal, Pacific Northwear Ballet).
In addition to the focus on dancers, the company notes that a key point of difference between MPG Sport and other fashion/performance labels is the unexpected price points for the value received. Offerings include a range of functional separates for men and women that are wearable beyond exercise and lend to the brand’s versatility. The Spring/Summer ’12 collection pulls from runway trends with designs that feature neon hues and color-blocking techniques. Unique functional elements are also incorporated in the activewear like the Serene performance jacket, which features a back storage pocket, a sleeve cuff with thumb hole and a pony tail slot in the hood. Overall, items are stylish yet durable and comfortable for high-intensity physical activity. To view the full MPG Sport collection, visit here.
Here are some of A Glam Slam’s top picks:
(Serene, fitted color block performance jacket: $90)
(Cadence color block, cover-up tank: $54)