At EIR, we spend a lot of time thinking about the things we surround ourselves with.
The materials we choose for our sauna hats, the cotton we wrap ourselves in after a cold plunge, and the objects we use as part of the rituals that help us slow down. We care about how things feel, where they come from, how they are made, and whether they are made to last.
Lately, we’ve found ourselves asking the same questions about something we wear every day: our clothes.
Especially the clothes we wear when we move.
Why what we wear matters
Activewear has become almost synonymous with synthetic fabrics. Polyester, nylon and elastane are everywhere, and for good reason. They are lightweight, stretchy, durable and designed to perform.
But performance is only one part of the story.
When we move, our bodies heat up and sweat. Our clothes sit directly against our skin, sometimes for hours at a time. Afterwards, we might go from a workout to a cold plunge, a sauna or simply the rest of our day without thinking much about what we are wearing in between.
It made us wonder whether we could approach activewear in the same way we approach everything else at EIR: by starting with the material itself.
Not just asking how well it performs, but how it feels against the body, where it comes from and whether we really need to rely on synthetic fibres for everything.
Looking at natural fibres differently
We don't believe that natural materials are automatically better, nor that synthetic materials have no place in our wardrobes. It is more about being curious and making more considered choices.
Some natural fibres are remarkably well suited to movement. Merino wool, for example, is naturally temperature regulating, breathable and able to absorb moisture while remaining comfortable against the skin. And unlike the heavy wool many of us associate with winter clothing, fine merino can feel surprisingly soft and lightweight.
There is something appealing about a material that already has many of the qualities we look for in performance clothing without needing to be completely transformed to achieve them.
A different way of thinking about activewear
For us, this is less about creating another activewear collection and more about questioning what an activewear collection could look like.
Do we need different clothes for every part of our day? Or can the things we wear to move also work for rest, travel and everything in between?
Can we choose materials that feel good against the skin while also considering how they are produced and what happens to them over time?
And can we create clothing that feels considered enough that you actually want to keep wearing it for years?
These are questions we are still exploring ourselves, but they are shaping the direction we are taking EIR in.
Because we don't really see sauna, cold water, movement and rest as separate things. They are all part of the same way of caring for ourselves and finding a better rhythm in everyday life.
And we think what we wear can be part of that too.
What comes next
We are currently exploring what a more considered approach to clothing could look like at EIR, starting with natural and thoughtfully selected materials and pieces designed to move with you through more than just a workout.
We don't want to create more clothes simply for the sake of creating more. We want to create pieces that earn their place in your wardrobe - the kind you reach for again and again, whether you're heading to the gym, running errands, travelling, or simply moving through your day.
This is something we've been thinking about for a while.
And we're excited to share more soon.