Dunhill goes sporty with launch of ‘Athluxury’ collection

Menswear brand Dunhill may be best known for its sartorial offering of luxury British tailoring but the move to casual dressing and athleisure hasn’t passed it by and the label has just unveiled an offer it calls ‘Athluxury’.

We’re told the Richemont-owned business has launched “a considered capsule of exquisite activewear pieces conceived by creative director Simon Holloway”. 

It’s “inspired by the multi-faceted lifestyle of the Dunhill client and their need for an evolved wardrobe of work and leisure attire, the Athluxury collection combines athletic design and technical innovation with the House’s tailoring expertise and vernacular of ultra-luxe materiality”.

So what does it comprise? A “sophisticated line-up of off-duty essentials” in a “soft palette of ivory and grey”. There are outerwear, knitwear, jersey, and casual trousers – made from the “finest wool, cotton cashmere and wool jersey, for the ultimate in comfort and performance”. 

It’s also claimed to honour the legacy of founder Alfred Dunhill’s “spirit of innovation” via garments that are “punctuating style with purpose”. They include a technical merino wool jersey – used across T-shirts, polo shirts and shorts – that “offers superior functionality, including thermal control, breathability, and a natural stretch”.

It’s an interesting development for Holloway who only unveiled his first runway collection for the label a few months ago. That collection garnered strong reviews with Fashionnetwork.com’s Godfrey Deeny calling it “polished and very classy… impeccable”, adding that it seemed to enliven a label that had been slumbering but now “suddenly seems awake, and relevant”.