Influencers and activewear fit together like quinoa and kale, but Ashy Bines promises that her new fashion line is different from the rest.
Called 'BASELINE by Ashy Bines' the brand is set to go on sale on February 26, pushing the entrepreneur, personal trainer and influencer in a brand new direction.
"I live in activewear, so I was determined to create a super-premium activewear brand designed with performance in mind but that was also super comfortable," says Bines.
"I absolutely knew I was ready and that it was time for me to branch out independently to launch my own activewear label."
The first release of BASELINE features two distinct collections: the Commando Range and Performance Basics.
The former is a limited-edition range, packed with vibrant and bold red and khaki styles as well as a signature commando print crafted from 'Blockout' fabric designed to give customers increased support and a softer feel.
The Commando Range is a mashup of fashion with athletic performance, with the range including full length tights, booty shorts, tanks, sports bras, hoodies, and more.
Ashy Bines in the Commando Range
Performance Basics is perhaps more suited for daily wear and includes core pieces in staple black and white colourways, engineered with the specially made Blockout fabric.
This 'core' range will be on the website 24/7, while limited-edition lines like the Commando Range will be released every six to 10 weeks on a first-come, first-serve basis.
"I've had such a great learning opportunity over the last three years collaborating on another active wear line. I've also spent a lot of time not just listening, but sweating alongside thousands of women to really understand what they want and what they need," says Bines.
"So, I created BASELINE as my response to all of that."
"Whether it's support, comfort, style, fashion, fabric or quality, I really wanted to step up the activewear game and bring the best of the best to all my audience because of my experience over the last three years. I've changed as a person and a business owner and I thought I could really take things to a new level."
Ashy Bines in the Performance Basics range
The launch of BASELINE feels like a natural evolution for the Gold Coast-based fitness influencer who gained popularity off the back of her Ashy Bines Bikini Body Challenge.
Since then she's gone on to launch the Ashy Bines Group and a pioneering fitness app called Squad App that focuses on health, fitness and wellbeing for women.
In 2019 Bines scored a major collaboration with organic health snack brand Morlife, thrusting her into the world of food-tech and retail with her very own range of snacks which quickly sold out.
Business News Australia