JD Sports has launched a new dedicated website for its own-brand athleisure range Supply & Demand.
Supply & Demand is stocked at JD Sports stores and on Getthelabel.com but it has now been relaunched as an online fashion brand and retailer.
It comes as retailers capitalise on the rising popularity of athleisure wear, with the sector understood to have risen eight per cent in 2017 and is now worth around £2.5 billion.
In London’s West End district alone, research from the New West End Company has shown a 100 per cent boost in sportswear brands available in its key districts between 2016 and 2017.
Supply & Demand will see the label selling a range of men’s, women’s and kids athleisure clothing inspired by urban culture, with nods to the modern hip-hop and grime scene.
Other retailers to have recently branched out to athleisure include H&M, New Look, Primark, Joules, BoohooMAN and even department store Selfridges.