The Elicha brothers unveil Veynd, a premium sportswear label with a grunge aesthetic

The brothers who introduced The Kooples in the summer of 2008 have embarked on a new entrepreneurial venture. Four years after selling the Parisian brand to the Swiss group MF Brands (Aigle, Gant, Lacoste), the trio – Alexandre, Laurent, and Raphaël Elicha – have introduced Veynd, a sportswear label positioned in the premium segment with a resolutely grunge and dark allure.

Launched digitally on Sunday, November 5, Veynd (pronounced “veined”) adorns its approximately 200 pieces across both women’s and men’s collections with silver veins. These reflective details are particularly practical in low light, designed for those engaging in early morning sports activities.

The lineup includes asymmetrically cut sports bras, form-fitting leggings, oversized sweatshirts, thin second-skin effect jackets, vegan faux leather cargo pants, technical shorts, and oversized quilted bombers. The collection draws inspiration from streetwear, blending structured cuts with technicality.

Purposefully “dark,” this activewear brand presents its training and fitness clothes predominantly in jet black, reminiscent of the fashion label the brothers founded 15 years ago, also known for its preference for a darker palette. The collection also features khaki and burgundy tank tops alongside about 30 unisex pieces such as breathable honeycomb-textured basketball jerseys.

Veynd globally unveiled its inaugural collection at a launch event in early November at the trendy Dogpound Gym in New York.

In its campaign orchestrated by the English production studio Sata, the brand embraces a somewhat mysterious, dark aesthetic, revealing its garments in a subtle interplay of light and shadow. Models are seen engaged in nocturnal running sessions, skateboarding slaloms, or doing pull-ups on the streets.

Currently, the digital-native brand exclusively sells its items on its website. As for pricing, a white women’s crop-top t-shirt and its black men’s version are priced at 48 euros, bodysuits are priced at 88 euros, and jogging pants at 108 euros. The most expensive piece is a quilted jacket, available for both women and men at 338 euros.