The Upside takes a turn

Jodhi Meares activewear range is getting a makeover and it's awesome.

The Upside, the sport luxe brand founded by Jodhi Meares, 45, has always been at the cutting edge of activewear design and the new season’s drop does not disappoint. A talented designer and dedicated athlete herself, Jodhi has personally overseen the upcoming collection, giving it an edgy, cool vibe that sees it inching away from its sportswear heritage.

Here, we talk to the Hawaiian-based Australian about the range, how it’s evolving and why.

Where is athleisure wear headed?

It’s headed out of the obvious places; out of the gyms and out of yoga studios. There is a new style of dressing hitting the street. There will be a larger gap between obvious active wear that is designed for the gym and the studio, and the way we dress to hit the street. THE UPSIDE is dedicated to designing a luxurious and sports orientated collection that is made for the street.

The Upside, the sport luxe brand founded by Jodhi Meares, 45, has always been at the cutting edge of activewear design and the new season’s drop does not disappoint.

A talented designer and dedicated athlete herself, Jodhi has personally overseen the upcoming collection, giving it an edgy, cool vibe that sees it inching away from its sportswear heritage.

Here, we talk to the Hawaiian-based Australian about the range, how it’s evolving and why.

Where is athleisure wear headed?

 It’s headed out of the obvious places; out of the gyms and out of yoga studios. There is a new style of dressing hitting the street. There will be a larger gap between obvious active wear that is designed for the gym and the studio, and the way we dress to hit the street. THE UPSIDE is dedicated to designing a luxurious and sports orientated collection that is made for the street.

How has The Upside evolved?

It’s evolved from workout gear that was also worn during recovery and your downtime.  There was a huge movement coming out of the States in particular where leggings were being worn in the street, at bars, out to coffee. The shift has moved beyond this and the evolution for our brand is to provide technical performance wear for your work outs bolstered by the more style-infused elements for pre and post recovery or street wear.

This is where we are seeing a lot of growth and interest in our brand both in Australia and internationally, and a part of the brand we are developing further. We’ve also evolved into menswear which has been an exciting new horizon. Our men’s range gets better and better and for AW17 we’ve hit our stride in straddling technical gear with cool leisure wear.

Are there any new silhouettes?

The new silhouettes are focused on a ready-to-wear wardrobe that is designed for wear after your workout. There’s a subtle functionality to each piece, but it doesn’t over shadow style. Our beautifully soft tailored yoga pant, offers four way stretch and is quick drying, but it would be equally at home in the office for casual Friday’s or Sunday brunch with friends.

We have crews that look really cool, but are fleecy and super warm. In response to customers’ requests we’ve developed new crop silhouettes to support fuller busts. Fluted sleeves, patching and lace up detailing all feature heavily in the collection, and for guys and girls we’ve reintroduced the velvet tracksuit, it’s directional and feels right for this moment. Overall it’s a really quirky offering and one we’re really excited about.


Where has your design inspiration come from this season?

The collection is called Jocks et Nerds. It’s a fun play on a traditional 1960’s jock and a contemporary nerd. It moves from bold athletic styles, to plaid ditsy florals, with a French undertone.

What are the key prints this season?

For women, everything from a classic French liberty print, to a bold python and for men we have a modern take on plaid and a great masculine take on the cravat print.

What is the trick to integrating The Upside into your daily wardrobe without looking like you’ve strayed too far from the gym?

THE UPSIDE has always been, but is more so than ever, focused on coming up with solutions for that. The collections are focused more on your workout needs and the perfect wardrobe for leaving the gym. Our tips would be to stick true to your personal style, opt for colours and prints that would look at home with the rest of your wardrobe, layering elements like our bombers and anoraks … they are very trend driven and work easily into your every day style. Leave the leggings at home if you’re heading out for drinks, that moment has passed. Instead, opt for one our low cut tanks with a printed crop peeking out.

Who are your favourite customers at the moment?

We love everyone who comes on THE UPSIDE journey with us. Late last year Jourdan Dunn wore a crop and leg of ours and that was a pretty cool moment. Her body is phenomenal. We opened our Mosman, Sydney, boutique at the end of 2016. It’s our biggest store yet and something we’re really proud of. The locals have been so welcoming and we love being a part of the retail strip there.

Internationally we’ve designed exclusive collections with our retailers across the board, which is a great compliment to our brand. For each collection we’ve been working with the retailer and collaborated on a collection that suits their customer’s aesthetics, needs and wants. Each market is different. We have just launched an exclusive camo print with Matches that we’re pretty obsessed about.

Campaign images: Nicholas Finn Tsindos (and yes, that is Jodhi’s husband).
Read more at http://style.nine.com.au/2017/01/20/11/59/jodhi-meares-the-upside-tigerlilly-activewear-fashion-style#bmXvTVuKCU7tOTf2.99