Athleisure has seen a rise in demand as consumer behaviour adapts to the desire to incorporate sports and fitness activities into our daily routines. Buoyed further since Covid-19 by a workforce working from home and exercise being one of the few outlets of release, activewear is now a multi- billion euro market. A fledgling Irish brand hopes to disrupt this space via a luxury strategy. Keohane Athletic Club is an Irish sportswear brand on a mission to infuse meaning and storytelling in sports design. Their motto “running on memory” fuels their design aesthetic and the community they are trying to…

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