Cell Workout launches athleisure collection
Prison fitness based community Cell Workout has teamed up with two former directors of Moss Bros and Ted Baker on a new athleisure brand.
Cell Workout was founded by former HMP Pentonville inmate LJ Flanders.
Inspired by Flanders’ book Cell Workout, the unisex range comprises an initial 40 items that includes t-shirts, sweatshirts, hoodies and accessories with all the clothing made from ethically sourced materials. The collection is available on the Cell Workout website and at Next online.
Flanders has collaborated on the range with Rowland Gee, the ex-chief executive of Moss Bros, who is now chairman of Cell Workout Athleisure. He has also brought in former Ted Baker wholesale director Ricky Green and branding specialist Barney Rodgers to create the identity and strategy for the offering.
