Fans froth as cult-Aussie fashion brand unveils ‘new era’ for 2025
A popular brand famed for its “buttery soft” activewear has sent fans into a spin with a new range described as its “best yet”.
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Aussies have gone wild after a cult-fashion brand announced it was starting “2025 with a bang” – and unveiled a “new era” of its popular activewear.
STAX., created by Don and Matilda Robertson in 2012, is famed for its “buttery-soft” signature Nandex fabric that is beloved by some of the most famous celebrities – including Jennifer Lopez, Hailey Bieber and Ashley Graham.
However, the brand recently launched a new variation of its cult-leggings made with Airlyte, its “softest material yet” in a move which stunned its devoted fanbase.
SHOPPING: Buy the latest STAX range here
“We’re in a new era of wellness here at STAX. and we wanted to bring something new to the market,” Matilda told news.com.au.
“We are always working on innovating new products, with all the features STAX. customers know and love, in our XXS – 4XL size run, just with a little bit of a twist – keeping our product exciting.
“Airlyte is a brand new fabric that is true to its name, airy, lightweight and buttery soft with a 4 way stretch.
“It’s been described as the softest fabric our team has ever felt – it feels like you’re wearing nothing [but] in the best way possible.”
There are seven pieces in five different colourways, but despite only launching last week, Matilda said there are already two bestsellers in the new collection.
“There are two standouts in this launch, the ‘standard’ bike shorts which are a new length for us (in between the midi and mini length) that feature the new ‘V’ design of the waist band,” she shared.
“Along with the racer tanks – another brand new design for us, with a racer back and inner shelf.”
On social media however, shoppers have been raving about the “Backless Playsuit”, with many labelling it “unreal” and a “must-have”.
“This playsuit is everything,” one wrote.
“Love the low back cross over waist,” another shared.
As one added: “Such a cute piece, can see myself going from gym to coffee in it.”
Fans have also praised the new “V” waist, a feature in the shorts and leggings Matilda said “looked good on everybody”.
“We’ve had so many positive responses, with customers saying they’ve never looked or felt better in activewear,” she told news.com.au.
“We launched this collection last week but already those who have received their purchases have been coming back to shop more which is a huge testament to the product.
“Many of the pieces have sold out online but are still available in STAX. stores across Australia.”
The new Airlyte fabric has proved a further hit, with some declaring the Aussie brand was now “better than ever”.
“Absolutely love this range. The leggings, tank and crop have to be my absolute fave,” one wrote on Instagram.
“So obsessed with the cut at the top of the pants. What a beautiful and flattering collection,” another agreed.
Someone else mused: “I kid you not, this is my FAVE collection.”
STAX. cemented itself as a household name in recent years, landing Don and Matilda on the Financial Review Young Rich List in 2022, despite the fact the couple admitted they made “pretty much every mistake you can think of” when launching the business.
Now worth around $52 million, the pair have taken STAX. from strength to strength, and built a loyal customer community that keeps shoppers coming back for more.
Originally published as Fans froth as cult-Aussie fashion brand unveils ‘new era’ for 2025
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