Champion surfer riding on a new fashion venture

Layne Beachley has won seven world surfing titles, ridden one of the largest waves ever recorded (20 metres) and is the face of six goodwill organisations.

But in the past year, the world champion surfer has also made a name for herself in the local fashion industry. Following on from the launch of her beach-inspired jewellery line, Beachley Jewellery by Bico Australia, in March, the fledging entrepreneur is now set to release an active apparel, footwear and accessories range this November.
Stocked exclusively through Kmart stores nationwide, the apparel element includes tees, leggings, swimsuits, shorts, tanks and cargo pants priced from $24.99 to $44.99. Fabrications include polyester/elastane, cotton/elastane, nylon/elastane and micro fibre blends.

Beachley said the range, developed in collaboration with business partner David Rosenberg (who also heads US operations for surfwear label Hot Tuna), aimed to fill the gap for "comfortable" athletic wear for women aged between 24 and 45.

"Functionality, fit, consistency and affordability are the [key] components."  

Kmart, which has languished behind the success of discount department store Target's designer program, is expected to fortify the launch of Beachley Athletic with in-store branding.

Kmart general manager Mark Goddard said the product offering would extend to both the Australian and New Zealand markets and would officially hit shelves on November 15.