2XU co-founder to launch Pressio performance sports label at Selfridges, Browns

By

Sandra Halliday

Published
Mar 17, 2021

A new premium high-performance compression sportswear brand launches in the UK later this month with a debut via Selfridges, Browns and Flannels, as well as on its own webstore.

Pressio is a label created by Jamie Hunt, a former professional triathlete and co-founder of 2XU, the upscale sportswear brand that was sold to LVMH. 

The company said the label is “built on the relationship founded between athletes and their performance” with Hunt focused on “the pillars of Performance, Sustainability and Ethics”.

It claims that all the pieces are “exactly engineered to enhance running, jumping and recovery, without sacrificing the community or environment”.

It uses new printing techniques to “eliminate the highly toxic and energy-consuming drying processes of products without compromising the functionality of the brand”. And it worked with recycled yarn developers, including Unifi in the US and Aquafil in Italy. “Every yarn selection, knitting technique, dying and manufactured, has been rigorously examined in taking this approach,” it said.

Given the strong awareness of consumers — and the people working for such companies — about ethical issues, from the environment to treatment of workers, it’s no surprise that the ethical side of the materials and production process is being emphasised.

But the company does appear to be going further than many and said that a “scrupulous supplier selection process means that only manufacturing communities that align with Pressio’s high standards and meet or exceed their Code and Supplemental Guidelines, become partners. The brand is looking to tenaciously engage with civil society, governments, the private sector, and peers to affect systemic change of labour and environmental challenges in the countries with which they work”.

PRODUCT DETAILS

But what about the products themselves? These divide down into a Run range and an All Sports range, the former for long distance/endurance athletes and the latter for explosive/high-impact activities. Compression Power and Compression Equilibrium technology are used for both. Prices start at £35 for Run and £60 for items using the Compression tech.

The company said its Compression Power pieces use Muscle Alignment Power Print (MAPP) and “offer unparalleled support in compression/sports tights. Wrapping around key muscle groups, helps prevent short and long-term injury whilst also aligning the muscles for a greater power output. This coupled with the EcoPowerCK Fabric, delivers world-leading comfort, support and durability whilst still remaining environmentally friendly”. 

Meanwhile, Compression Equilibrium products are “curated for the everyday athlete”. The newly developed 36-gauge circular knit, “can fulfil the best power-to-weight ratio while simultaneously offering no sheerness”. It said this “guarantees the fabric is comfortable against the skin, provides unsurpassed moisture management as well as being able to hold muscles in place for injury prevention. The graduated compression profile improves blood-flow and lymphatic drainage, removing toxins and speeding up muscular recovery”.

It also has Compression Socks created from leftover waste within the supply chain, using Econyl Recycled 6.6 yarns, with superior moisture management control, comfort and durability. It claims this results in the “world’s first performance compression sock, sustainably produced, allowing approximately 60% less impact on the planet”.