EARLY SUMMER COLORFUL SPORTS CATEGORY
IN MULTI-FAÇADE
2022 JULY ISSUE
IN-Design | Brand Intelligence Bureau
This article is introducing a post-90s girl, Lindsey Carter, and her brand—SET ACTIVE. She has successfully launched the brand in Los Angeles. It is a combination of sports-and-work attires and she has executed it cleverly.
I like her seven-color palette with seven silhouettes. Again they are cleverly done.
Her sharp eyes in colors is very useful and it adds another layer that attracts the consumers.
Perhaps her working experience in production and in social media has helped her to build up the brand. She deserves all the success that she has been pursuing.
In October last year, SET ACTIVE founder Lindsey Carter managed to make it to the Forbes 30-30 Under Celebrity list. Her hard work has earned her the honor that she deserves.
Since 2020, athleisure style has re-entered the fashion field, and comfortable wearing experience and healthy lifestyle have become everyone’s favorite. When sports meets work, it is particularly important to choose a suitable clothing.
It is necessary to meet the need of the daily work and take into account the comfort of sports and fitness. These two seemingly unrelated scenes are performed by the fashion brand from Los Angeles – SET ACTIVE.
SET ACTIVE is an emerging designer brand, which has won the favor of many fashion people with its unique understanding of
wearing the right clothing at the right spot with brilliant design of colors.
01 | "Community" Brand
Lindsey Carter
Lindsey Carter, the founder of SET ACTIVE, is a true post-90s girl, because she always has no time to stop and change herself from meetings to social lunches to outings with friends; she hopes to have clothes that are suitable for these different scenes at the same time,
so she founded SET ACTIVE in 2017.
Before that, Lindsey Carter worked in production, then worked as a social media and marketing manager for several companies
and founded her own social media company.
It is precisely because of this work experience that Lindsey Carter created a brand account and hashtag on INS at the same time
as the brand was founded.
What that means is they watch what our community buys, listen to what they say, and see what they share,
and SET ACTIVE use all of their feedback to help drive innovation.
SET ACTIVE is keen to involve consumers in their designs, adapting their products according to consumers’ opinions and needs,
including the development of colors and styles.
During the pandemic, SET ACTIVE also released the IGTV home exercise program and hosted IG live meditation, they not only shared
and tagged the many small brands and local restaurants that the brand hopes to support, but also compiled a list of
donations to charities, hoping to pass “community” power to help those in need.
02 "Rainbow" Collection
wonderful colors
SET ACTIVE has its own unique ideas on the color of clothing. The core series under the brand is the core color of the entire brand.
Every four months, new color matching is released, which is like an overturned paint palette, gorgeous and wonderful.
Made to match in monochrome tones, our SETs are designed to inspire superior confidence through sophisticated styles
that never sacrifice comfort.
Their core collection of colors is always available and updated every year, and they also release a selection of limited edition colors to surprise customers and keep the collection fresh.
SET ACTIVE’s color naming shows the brand’s elaboration of its design philosophy. The poetic name not only allows consumers to feel
the source of color inspiration, but also brings new selling points to the clothing.
In March, the brand teamed up with famous movie star MADELYN CLINE to bring a fresh set of shades.
Featuring SET ACTIVE’s original Sculptflex™ sets, the silhouettes arrive in six ready for spring shades such as muted green “Sea Grass,” purple “Nostalgia,” muted blue “Mist,” pastel green “Martini,” yellow “Daisy” and red- orange “Golden Hour.”
The entire collection is contoured in SET ACTIVE’s original Sculptflex™ suit, which comes in six spring-popular shades such as muted green “Seagrass ,” purple “Nostalgia ,” muted blue “Mist,” and muted green “Horse“, Tiny”, yellow “Daisy“ and red orange “Golden Hour“.
The color design of SET ACTIVE obviously makes people’s eyes shine. In people’s impression, black and dark sportswear is the first choice for most brands. While nude shades have begun to appear on women’s sportswear in recent years, vibrant and fun shades like this are rare.
03 Daily Exercise 2 in 1
an athleisure brand
Women who are busy in the workplace but love sports are often unable to switch their identities in time, especially clothing, which is the ultimate goal of SET ACTIVE to be fashionable for daily work and meet sports need.
“I wanted to create a confidence-inspiring activewear that would keep customers busy throughout the day, feeling good and looking good whether or not a workout was on the agenda.”
Lindsey Carter spent a full year developing fabrics before the brand’s launch. She wanted to create a fabric that would fit the human body and take into account comfort, so Sculptflex was born. The fabric is seamless and feels as comfortable as a second skin when people wear it.
With a high-rise waistband to hold the wearer in, this slimming fabric is designed to expand and contract with the body, making it the ultimate choice for making moves. They’re stretchy, supportive, and stylish – all without compromising comfort or compression.
Cinch the body with high-waisted pants made from slim fabrics, designed to conform to body, making them the ultimate in exercise. They’re stretchy, supportive, and stylish—and none of this compromises the comfort and pressure of wearing.
Because of the seamless design of the fabric itself, Sculptflex has high elasticity and breathability, which can satisfy consumers of various body types without excessive pressure and discomfort during wearing.
In order to make the clothing more fashionable and daily, SET ACTIVE also made some small designs in the style, and met the needs of different occasions by changing the design of the underwear shoulder straps.
When wearing these products, consumers don’t have to worry about the shoulder straps slipping off when exercising, and they don’t have to worry that the design will not be fashionable enough.
In addition, SET ACTIVE also specially designed sports suits to create a casual sports style, and also solve the trouble of wearing for women who don’t know how to match sports bra and legging.
In October last year, SET ACTIVE founder Lindsey Carter managed to make it to the Forbes 30-30 Under Celebrity list.
Although she attributes her success to a strong support system and an excellent team, she has to admit that SET ACTIVE,
as a new-generation sports and leisure brand, is getting stronger step by step.
At present, most of SET ACTIVE’s consumers are women under the age of 30. In the next plan, Lindsey Carter wants to expand her target group and open a men’s clothing line to provide more fashionable sports equipment for people who like sports, so that they can enjoy the full of sports while working out.
The color game played by SET ACTIVE and their designs that blur sports and daily life are the fields that many brands are trying now.
Sports itself is the existence of vitality. When people wear colorful sports clothes in their daily life, it seems that Inject
a rainbow-like sparkle into an otherwise stressful life.
References:
https://setactive.co/collections/new/products/sculptflex%E2%84%A2-box-cut-amethyst
https://hypebae.com/2021/3/set-active-Lindsey-carter-Madelyn-cline-collaboration-sports-bras-leggings-loungewear-release-date
https://www.instagram.com/madelyncline/https://www.forbes.com/sites/meggentaylor/2020/04/19/up-your-stay-at-home-athleisure-game-with-los-angeles-based-setactive/?sh=25d62fb85703
——————————————
Curated | IAJ & STEAMDesign
Edit | Two vertical and six horizontal
Reviewer | lola
——————————————