A Sydney woman who designed a “mini” version of the skin-tight gym essential has revealed the daring new activewear item is very popular.
The Australian activewear brand who made “naked gym shorts” a must-have item has revealed shoppers are going wild for its latest collection.
STAX. has amassed a cult following since launching in 2015, regularly being worn by huge celebrities including actress Jennifer Lopez, TikTok megastar Addison Rae and singer Lizzo.
Owned by partners Matilda Murray and Don Robertson, the brand is widely credited for bringing back bike shorts, regularly selling out of the figure-hugging gym staple.
Its latest collection, the premium seamless version five (PSV5), features an even comfier and daring take on the famed STAX. shorts.
The “mini lounge shorts” are priced at $49.95 and hit shelves on November 12, but Matilda told news.com.au the item was one of its most popular in a pre-sale that netted $350,000 in 20 minutes last night.
An earlier pre-sale the week before also earned $200,000 – totalling $550,000 before the products officially launch on Friday.
“It was a completely unannounced pre-sale that nobody knew about and was only available to those tuning into the live stream of our launch party event on Friday night,” she explained.
“It was only open for 25 minutes and totalled 200k – we took a chance as we’ve never done a surprise pre-sale before, and it was really well received.”
As well as the new shorts, a variety of lounge wear pieces have been added to the already hugely popular seamless garments.
“Seamless is a revolutionary new way of making activewear products – from the fit, to the colour pallet, our seamless collections really are ‘premium pieces’,” Matilda, 29, explained.
“Every seamless release is a limited-edition collection which means people really need to get in quick to secure their favourite pieces.
“We also tell a story with every collection drop and keep our customers involved throughout the whole process, from the design and creative process to the official launch – taking them on a journey with us.”
Matilda and fiance Don, 32, unveiled the new collection with a star-studded runway show at Sydney’s Carriageworks last week.
Top tier influencers and fans of the brand were invited to an exclusive unveiling of the new collection containing 9 new styles and 6 new colours of the brand’s signature pieces.
Famous faces at the event included former MAFS stars Martha Kalifatidis and boyfriend Michael Brunelli, Big Brother contestants Tilly Whitfield, Flex Mami and Mary Kalifatidis as well as former Bachelor star Noni Janur and Kyle Sandiland’s model girlfriend Tegan Kynaston.
Guests were treated to glasses of prosecco from the radio host’s alcohol brand, Nueva, and ate mini burgers and fries before the show.
Matilda told news.com.au the event was initially meant to be virtual with guests receiving VR goggles as part of a 3D runway that was planned amid lockdown.
“That’s how we pivoted during lockdown, so we were very grateful and lucky the world opened up and allowed us to have the event in person,” she said.
The goggles will now be sent out at random with customer orders which will enable lucky recipients to view the runway show in a 3D experience.
Continue the conversation @RebekahScanlan | [email protected]
Originally published as STAX. launch ‘mini’ version of popular gym shorts, earns $350k
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