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Sasha Exeter dishes on new activewear collection


Toront-based influencer renews partnership with Joe Fresh for collection to get fans and followers moving.

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Toronto-based influencer Sasha Exeter shares everything from her top beauty tips to her experiences as an entrepreneur and single mom on her various content platforms.

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Boasting more than 152,000 followers on her Instagram account alone, Exeter’s draw is undoubtedly her candid, upfront approach.

And, of course, her expertise on fitness.

The former elite athlete has garnered a loyal following for her workout inspiration — and, since a successful collaboration with Joe Fresh from last year, for her activewear designs too.

Exeter and the Canadian company have teamed up again for a second collection of activewear and loungewear pieces, offering options for everyone. Set to be released Jan. 27, the limited-edition collection includes 20 styles — including a covetable catsuit (more on that later) — available in sizes XS-3X women’s, XS-XXL men’s, 2-5T toddler and S-XL kids.

We caught up with Exeter to learn more:

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Q: How would you describe this collection? 

A: I am very excited about this next drop, as it’s our biggest one yet and has something for everyone in the family. But what I think I am most proud about, it is the most elevated, and edgy, activewear collection to date. It has some new silhouettes that never existed before in previous active collections, that will be fresh and exciting, especially for longtime fans of the brand.

Q: Have you been at all surprised by the success of your activewear collaborations? 

A: You know what? Yes and no. I have been a longtime partner of Joe Fresh and over the last five-plus years I have watched the category grow. I have single-handedly watched the excitement for the core collections build, especially over the last two years with the introduction of items like the longline crop bras, which literally developed a cultlike following. My collections are always designed with my community in mind and I think I know what they like by now. So technically, I shouldn’t be surprised by the success, but to be honest I will forever be surprised, thrilled and grateful that anyone loves what I’ve created enough to buy it. None of it is lost on me.

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Q: How has the feedback of your fans and followers impacted your designs?

A: I truly have the best online community. They are my compass for most of my design projects and I love using social media platforms like Instagram to get feedback from them through polls. With their help and feedback, I pushed to ensure that our collections are inclusive; including sizes for all women and this time around based on my conversations online, we introduced looks for both men and boys for spring.

It’s also great to know what has worked well in previous core collections, so I could incorporate little design details that I know consumers love. Through some polling, I discovered women loved the leggings with the wrap waistband detail from last year’s core collection, so it was a no-brainer to include it in this collection in a new fabrication.

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Sasha Exeter and her daughter, Maxwell. Exeter has created a limited-edition collection of active and loungewear with Joe Fresh.
Sasha Exeter and her daughter, Maxwell. Exeter has created a limited-edition collection of active and loungewear with Joe Fresh. Photo by Joe Fresh

Q: Why is it so important to you to represent affordable activewear? 

A: Moving our bodies and being active is so important for everyone’s physical and mental health, so I think it is equally as important to have access to activewear that not only allows them to move and exercise confidently, but is also affordable. I’ve spent most of my life in activewear so I can confidently say, workouts just hit different in the right apparel.

Q: Do you have a favourite design in this collection? If so, which one and why? 

A: Obviously I love it all, but it’s the catsuit that truly has my heart. It is the one piece I have always wanted, but never found the perfect one, so I decided to just make one myself with the help of the amazing design team at Joe Fresh. I love that we were able to execute it in a wide range of sizes and it is super-versatile. I actually have some style inspo content coming that will show just how versatile it is.

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Q: Lastly, what’s your top tip for making your activewear work beyond just sweat sessions? 

A: Leave the full spandex/Lycra for workouts and play with mixing materials. The key to making activewear look chic outside of the gym is to mix your traditional workout pieces with non-gym-appropriate materials. I personally love the idea of wearing the long sleeve crop bra with denim, pairing any of the pullovers with skirts and combat boots, or throwing an oversized blazer or leather moto over the catsuit. There are so many different ways to rock this collection and I can’t wait to see how everyone works their fave pieces into their everyday lives.

Aharris@postmedia.com

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