From the initial concept ideation, the design for Aje Athletica was always going to change the direction of the Athleisure market. “Make it like we have never seen before” was where N+N started. Aje’s enduring approach to physical retail carries over to AA.
With the launch of multiple projects parallel in a narrow window, our team focussed on creating a unique experience in each space, drawing on the market and building on various stories from within the brand. The use of a restrained palette of materials evokes a sense of calm, whilst the inclusion of stunning naturally felled timber, hand crafted granite boulders and brushed metalwork [thanks to our partners at IA Hardware] brings a boldness not seen recently within the retail space.
Created through the lens of a fashion house, Aje Athletica is designed to enrich physical performance and support personal well-being.