Danish apparel brand Saysky is celebrating being selected as this year’s winner in the ‘Athleisure’ category among more than 400 entries in the ISPO BRANDNEW start-up competition. The company added that it is the first time that a Danish brand has won at ISPO BRANDNEW.
Saysky notes that ‘Athleisure’ is the most talked about word in the sports retail business at the moment. ‘It is a new apparel concept and trend, simply meaning to be appropriate for both athletic and leisure pursuits.’
Saysky is aiming to bridge the gap between performance wear and sports fashion, thus differentiating itself from ‘other brands in a market that is often dominated by interchangeable products.’ The company feels that ‘the winning cocktail for Saysky is a dedication as athletes, a heritage from modern action sports and a former working profession in the streetwear industry.’
Saysky has had a strong start in Denmark since it launched in late 2013. Last year the brand started an international crusade by exhibiting at the Berlin Marathon and at the IRONMAN World Championship in Hawaii.
Saysky adds it is ready to take on the international running and triathlon scene with its urban and casual attitude.
“First of all, it’s over my head how well Saysky has been received in Denmark in just two years’ time,” said founder Lars Pedersen who is a passionate runner and triathlete himself.
“We’re located in the very best and most passionate running stores and now we’re being acknowledged by a jury of experts within the sports industry. It’s just amazing. My vision about creating an international big city brand, which blends premium quality and high performance with an urban and casual attitude has come one step closer.”
Saysky was initially set out to serve the lifestyle of running and triathlon, but soon realized that the apparel was also being used in the gym. This resulted in a new product line for performance training, along with a more lifestyle-orientated collection to be used recreationally and as everyday wear.
“Saysky is first and foremost a performance brand, but that does not mean you can’t design it with an urban and cool silhouette,” Lars explained. “I think many people are compromising on their everyday look and identity when dressing up in traditional running products. I’m a firm believer in that ‘you don’t have to look fast to be fast’ and I’m sure that this is what the jury found refreshing.”
ISPO BRANDNEW is billed as the world’s largest start-up competition in the sporting goods industry. The awards are focused on innovative products and the brands behind them. Each year an international jury of experts selects the best applicants.
Saysky will be exhibiting in the ISPO BRANDNEW Village (Hall B5) from 24-27 January. On 25 January the brand will take the stage to receive its trophy at the official award ceremony.