Caelum Greene has been in business since June 2016. Starting with the flagship on Hollywood Road, since then they have had an 8-month pop up at The Landmark in 2017, opened two new partnership locations with select fitness studios, launched their E-Commerce earlier this year and are currently running a pop up at Pacific Place. You can also check out one of the brands, Michi currently on display at XYZ studios until July 2.
WHAT FOR YOU IS THE MOST IMPORTANT FACTOR WHEN CHOOSING YOUR ACTIVEWEAR?
The four key aspects we often look for in brands and products that we bring in for CG are style, quality, function and sustainability. I’d say they’re of equal importance. After all, with the increasingly busy lifestyles we lead; we’re demanding more out of our closet pieces to meet those needs.
ARE THERE ANY NEW MATERIALS OR TECHNOLOGIES THAT ARE BEING USED?
Seamless technology, where there is minimal or no sewing and cutting process, is relatively new to many. It is designed to fit like second skin for comfort and movement but also helps stimulate blood flow to the muscles to assist with recovery after training. Some brands have woven this into performance fabrics such as hydrophilic fabrics, making the end product anti-odour, anti-bacterial and quick dry.
HOW DO YOU KEEP YOUR ACTIVEWEAR SMELLING LESS ACTIVE?
There are a number of great eco-friendly garment care brands out there. We carry a brand called Tangent. I love their sportswear detergent that’s specially formulated for clothing made of synthetic or blended materials, allowing the fabric to breathe as it maintains functionality and neutralizes odour.
WHAT ARE THE MOST EXCITING BRANDS YOU HAVE COME ACROSS AND WHY?
It’s tough to pick favourites as a lot of consideration goes into every single brand and product we bring in. While I believe in all of the brands we work with, personally I wear a lot of Michi and Daquini - Michi for their sleek and boudoir-chic designs and Daquini for their sustainably produced performance fabric and minimal silhouettes.
WHAT WAS THE DRIVING REASON FOR OPENING CG?
For me, it’s a way of trying to bring positive change within fashion retail. Many other industries from food & beverage to travel have gravitated towards wellness and sustainability in recent years as people start to prioritize their well-being, as well as that of Mother Nature’s. I wanted to be a part of that force in the fashion industry by creating a store concept that offered beautiful, functional yet eco-friendlier products for the modern, mindful consumer.