Sportswear So Sophisticated That It's Literally Literary
Of course, Literary Sport didn’t photograph its newest range of running gear at the gym or a track. That’d be too obvious. Instead, this sportswear label chose a midcentury architectural masterpiece as the backdrop for its Fall/Winter 2025 campaign.
Frank Lloyd Wright’s Woodside House, best known for its distinct 40-foot-tall chimney inspired by Native American tents, sets the scene for Literary Sport’s minimalist breed of sports attire.
Zip-ups are sleek and minimal, pleated track pants have just the right puddle, mesh layers hint at fencing jackets and boxing robes. It’s intelligent athleticwear that subtly states, “I work out, therefore I am.”
This isn’t the usual sportswear syntax of neon aggression or loud-logo techwear, clearly
But is it a stretch (pun intended) to call Literary Sport gymwear for someone who does one pull-up, then writes a poem about it? Maybe.
Either way, it arrives right on time. As run clubs and fitness communities evolve into cultural signifiers blending wellness, wardrobe, and identity, the market is shifting. Dressing well is part of the overall wellness experience.
Founded by Deirdre Matthews and M. Bechara, avid runners with backgrounds in fashion and manufacturing, Literary Sport offers a rare breed of sports gear both stylish and engineered.
Along with creative directors Jackie McKeown and Fran Miller, the Literary Sport team has built a label rooted in aesthetic fluency that also holds to performance metrics, either rejecting or epitomizing the function/fashion binary depending on your POV.
Literary Sport instead reflects a world where those who move with intention also dress with it.
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