SoulCycle is one of the trendiest workouts in the universe right now. Everyone from Lena Dunham to the Victoria’s Secret Angels is devoted to the stationary cycling workouts, as are tons of behind-the-scenes fashion industry people. It’s been called a cult, and like every good cult, it has a uniform.
SoulCycle launched retail in its studios in 2006 and e-commerce in 2010. The brand currently releases 12 private label collections per year, plus specialty collections like summer pieces for its Hamptons studios. And no one can get enough of it. Julie Rice, one of SC’s co-founders, says apparel sales have grown by about 126% per year since 2008.
So, what’s the appeal?