How One Fashion Scion Is Rethinking Activewear Design
Solutions, solutions, solutions. Dalia Benjamin turns that into the mantra for her new activewear brand Athena Athletica.
There are leggings and then there are leggings that let you stash a phone, T-shirt and even towel comfortably. If that sounds like a far-fetched idea, 22-year-old designer Dalia Benjamin has managed to create these "wonder" leggings, dubbed Utility Leggings, as one of two products for the debut of her homegrown activewear label Athena Athletica.
Launched exclusively on athena-athletica.com in July, the collection also comprises a sports bra and highlights the growing importance of the activewear genre in the post-loungewear era as our exercise habits and fitness patterns look set to accelerate.
In the fashion world, many designers have also begun making the pivot towards this direction: cue labels like Alaia coming onto the scene and the popularity of celebrity collaborations like Beyonce's Ivy Park x Adidas riding on the activewear bandwagon.
Spring into action with the Athena Athletica's debut essentials like the Utility Sports Bra and Utility Leggings.
While Benjamin was trained as a lawyer and holds a masters in marketing, fashion runs in her blood. Her grandfather Frank founded the fashion retailer FJ Benjamin which distributes a stable of brands such as French luxury goods maker Faure Le Page, cult skincare brand Dr. Barbara Sturm and Spanish footwear label Pretty Ballerinas in Singapore.
In fact, mum Odile who co-founded and designed Raoul – one of Singapore's well-known fashion labels in the 2000s right to 2016 – is both co-founder of Athena Athletica and mentor to the young Benjamin.
“Our family business is fashion, so I had a unique childhood. As a kid, I followed my father visiting the company stores and was even fortunate enough to get the chance to attend fashion shows. Being so immersed in the world of fashion from a young age, I was inspired to get into it myself!" she says.
Here, Benjamin shares more about Athena Activewear.
What got you inspired to create Athena Athletica?
“Athena was created as a result of a gap I saw in the athletic-wear market. Women are constantly on the move but are inconvenienced by the amount of things they have to lug around with them. When faced with this problem myself, I saw nothing on the market that offered a solution. That’s when I had the idea for the Utility Legging, which has a 360º waistband pocket for women to securely store everything they need, without needing an extra bag. From there, Athena became a brand focused on creating workout clothes that combine functionality and style.”
What was the journey like in bringing this brand to life, from conception to execution?
“It actually took us a year to get to the point where we felt ready to launch. What took long was finding our material, as we wanted something that was both breathable, and withstood durability stress tests. Moreover, our products are not standard, they each possess characteristics that make them functional. So, in addition to feeling and looking good, these features needed to work perfectly. We went through countless prototypes and designs of both our legging and bra before we felt we had the perfect product.”
Walk us through the design touches/features in your designs that showcase functionality.
“Besides providing tummy control and a sculpting fit, our legging has three main functionality-based aspects. First, the waistband is actually a 360º pocket, providing women adequate storage space to keep all of their essentials. Our design means that it’s concealed and keeps everything secure, which our customers love. The leggings also have a key toggle, so no more needing to stuff keys into your sports bras or shoes! The final thing is our loop holders, where you can slide your T-shirt in if you get too hot, or keep your towel in when you run. We’ve even had customers keeping water bottles in there during hikes!
Our sports bra has a cleverly designed latch system, which gives you the easiest removal experience you’ve ever had. As most women know, taking off a sports bra can be the worst thing after a sweaty workout.”
What is a must-have item everyone should try from your current collection?
“We have heard people say our legging has changed their life. They’re something totally different from what’s currently out there, fixing problems women face on a daily basis. When women try them, we guarantee there is no going back! I foresee when travel resumes, the legging will be especially handy in helping to organise and juggle the airport essentials that often overwhelm us.”
Who is the Athena Athletica woman?
“The Athena Athletica woman is someone who is multitasking, practical, efficient and proactive. Women have to juggle so many things and are constantly on the move. Our brand is really about making this easier, giving them the convenience they deserve.
So, whether you’re going for a run, headed to the local shop, or doing a school pickup, just slot your things into the waistband pocket and you’re good to go. No extra baggage, no extra hassle.”
How do you want women to feel when wearing Athena Athletica?
“We hope women will feel empowered when wearing Athena. The name was inspired by the Greek Goddess of war and wisdom. So, when people put on our gear, we want them to feel like the goddesses they are – as if they can attack the day and conquer anything.”
What has been the greatest lesson you’ve learnt in this journey with Athena Athletica so far?
“The greatest lesson I’ve learnt is patience.
Often when you start something, you want and expect everything to happen at lightning pace, sometimes causing you to get ahead of yourself. I have learnt to stay in the moment, take everything step by step, and have faith that everything happens in its own time.”
What advice would you give to young entrepreneurs like yourself keen to create apparel brands of their own?
“I would give young entrepreneurs two pieces of advice.
Firstly, it is a crowded consumer market, so focus on creating something different, or doing it better. This will speak for itself when put up against the brands currently out there.
Secondly, don’t be scared. So many people have great ideas but are too afraid to jump in. Once you take that first step, you might surprise yourself with what you can achieve.”