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First look: Amazon launches activewear label

Amazon has launched an own-brand activewear label called Aurique.

The womenswear collection is the etailer’s fifth in-house brand launch in the past year. It features athleisure separates such as hoodies, leggings, crop tops and T-shirts designed with functional materials, and trend-influenced details such as metallic detailing and mesh cut-outs.

Aurique launched on Amazon today (18 September), joining Amazon’s other private labels: occasionwear brand Truth & Fable, contemporary brand Find, lingerie label Iris & Lily, and premium basics collection Meraki.

Commenting on the launch, Frances Russell, vice-president for Amazon Fashion private brands, Europe, said: “Aurique was created to fit our customer’s busy lifestyles and complement their wardrobes with beautifully designed, fashion-inspired activewear.

“We want to provide our customers with comfortable and stylish athleisure outfits, which are affordable and make them feel great at every occasion.”

The collection comprises more than 100 pieces. Prices for the brand start at £10 for a racer back vest and go up to £32 for thermal running leggings.

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