S/S 2017 Hey Honey, let’s do yoga

The athleisure trend is the topic on everyone’s lips. Sporting activity, most notably yoga, is nowadays part and parcel of the lifestyle of young, modern urbanites. This is behind the rise in sales of streetwear, sportswear as it were, that people are wearing in non-sporting contexts too – even to the office. Leggings, tops and bras fit perfectly with our everyday clothing choices, so mixing and matching them with a favourite pair of trousers or cashmere sweater makes good fashion sense.

It's self-explanatory, of course, that the sporty outfit has to be spot on in aesthetic terms. The creators of Hey Honey, Janka Oelschlager and Imke von Johnston, were dispirited by always having to wear black leggings to yoga. The Hamburg-based duo, whose background lies in fashion, therefore decided to spring into action themselves. Having identified a gap in the market, the two sisters set up their label, Hey Honey, in 2015. Its goal was to amalgamate the demands for quality from modern yoga practitioners with top-flight design standards: feminine yet relaxed, functional and fashion-forward, with a bold take on pattern.

Flamingos against a backdrop of palm trees, blue pineapple bustiers, colourful batik patterns – the athleisure trend, which was proclaimed in California, retains traces of exoticism in the collection by Hey Honey. This is probably due to the trips to tropical yoga retreats that provided the sisters with inspiration. The collection helps to prolong the holiday feeling and assists motivation. It doesn't get better than this.

You will find Hey Honey at PREMIUM Berlin from 28-30 June, Hall 2 Stand B02.