Sports and high fashion are increasingly converging, with more and more luxury fashion labels following the athleisure trend, while outdoor brands keep coming up with “urban-chic” styles.

This is why Jonathan & Fletcher, a design and prototyping studio based in the French outdoor cluster of Annecy, has decided to collaborate with the Paris Phoenix Studio to launch the Paris Alpine Studio.

While Jonathan & Fletcher specializes in highly technical sportswear, the Paris Phoenix Studio is working with luxury fashion brands in the French capital. The idea behind this collaboration is to merge their expertise and work with brands to develop products that keep the outdoor codes but include design, modularity and versatility. In other words, luxury and fashion will meet the technicality of sports brands.

Created in 1994, Jonathan & Fletcher develops and produces outfits for high-level athletes performing at global sports events such as the Olympic Games or the World Cup. It works with federations – in various disciplines such as alpine skiing, slalom, skydiving, biathlon and snowboarding – to create custom-made outfits.

The company, which counts around 20 employees, is also supporting brands in the development of their collections and has worked with Rossignol and Jack Wolfskin, among others.

The Paris Phoenix Studio, launched in 2017, is a design studio that is known for its work on ready-to-wear brands such as Chevignon and Carven. It has worked with Jonathan & Fletcher on a project for Look, the French brand of skiwear and cycling garments, which formed the basis of their cooperation.

For the time being, the two companies are partners, but a common structure could eventually be created. They are currently in contact with several sports brands to develop capsule collections that would allow them to attract new clients.