‘Stay Wired’ says new British Athleisure, Tech Brand Prevayl – WWD


LONDON – New UK label Prevayl seeks to take the sport to another level with technology built into clothing, allowing it to collect data and monitor the wearer’s training performance.

Ahead of its official launch later this year, Prevayl raised £ 7.5million from Stonebridge, which has also invested in Simba Sleep, Mahabis and Torque Brands. Funds will go towards innovation, infrastructure and team building as the company seeks to help consumers – not just elite athletes or sports professionals – train smarter and better.

Prevayl said he is looking to create state-of-the-art labs and fitness areas with data testing facilities and invest in clothing design, continuous innovation and the creation of intellectual property. .

The company, founded by Adam Crofts and David Newns, incorporates graphene into its design-driven smart clothing, which also includes sensors and streaming data to a dedicated app. The founders come from technology and sport, and the company’s base is in the historic textile and clothing center of Manchester, England.

Crofts, who is Managing Director, oversees a team of apparel designers, hardware developers, intellectual property experts and marketers, with past experience at GymShark, The Hut Group, VF Corporation, Lacoste and Burberry.

Newns, the president of the company, has filed over 800 patents during his career and is a serial entrepreneur and investor. He is one of the founders of Nerudia, based in Liverpool, England, which develops alternative nicotine products for smokers, and electronic cigarette developer CN Creative Group, which he ultimately sold.

The company noted that Prevayl is one of the top 10 UK patent applicants across all industries.

The brand’s offering will include clothing, equipment and app, and it promises “meticulous analysis and analysis of the body,” including comprehensive EKG data, cardio age and heart function.

Built-in technology also measures a person’s respiratory state and can recognize dysfunctional breathing and stress levels. In addition, it can measure core temperature, energy expenditure, hydration and monitor body positioning during a workout.

In an interview, Crofts, a former personal trainer, said the technology also lets people know if they are at risk of injury, as well as their stress levels. He argued that the average hobbyist has limited access to this kind of detailed data from conventional portable technological devices.

Prevayl said third-party accuracy testing is provided by Salford University and Manchester Metropolitan University, and the technology has also been tested on fighter pilots.

Tank tops, crop tops, and T-shirts will each cost around £ 90. The brand will also operate a subscription service, which includes the app and hardware for £ 200 per year. Next year, he plans to expand the clothing collection to include more daywear, loungewear and athletic pieces, all of which will have the technology built in.

Crofts said that even when people are at rest, the sensors will be able to track breathing, movement, heartbeat and stress levels. He said the brand is keen to integrate its technology into the wellness space as well.

The company also estimates that there are open opportunities in the sportswear market, indicating that Global Data’s forecast is expected to rise nearly 21% by 2023 to reach £ 6.7 billion.

The clothes are available in matte black with taped seams and a discreet branding. The sensors are connected by invisible stainless steel wires, surrounded by a wire that expands with heat to keep them close to the body.

The sensors are held in an internal panel that sits under the bra in the women’s crop top and around the chest in the men’s tank top. They sense the wearer’s heart rate and breathing rate, while a small LED light alerts the user to battery life, which lasts up to 24 hours.

James Cox, Managing Partner at Stonebridge, said: “What the company has created over the past 24 months is pretty amazing and falls in just the right place of what we think consumers want. The founders are world class and are well on their way to disrupting another great global market and were thrilled that we could be a part of this journey with them. “

Prevayl isn’t the only sports technology company attracting significant pre-launch funding. Wednesday, Arena Innovation Corp. secured $ 5.2 million in seed funding to launch a new resistance training product.

Courtside Ventures, Powerhouse Capital and Wellness Holding made major contributions. Angel investors included Lavinia Errico, co-founder of Equinox, brothers Anthony and Joe Vennare of Fitt Insider, New York Jets wide receiver Braxton Berrios and Ekso Bionics co-founder Russ Angold.

The company describes the Arena fitness platform as a “portable robotic device for dynamic resistance training.” The platform is capable of generating over 200 pounds of resistance, which users can control. Users can also take training classes through the Arena smartphone app and train with hundreds of exercise movements.

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