A slam dunk for Prevayl as it clinches £7.5m to unveil the future of intelligent sportswear

Adam Crofts

A northern start-up powering up an advanced generation of data-driven sportswear has secured £7.5m to take wearable health technology to new heights.

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Prevayl, a cutting-edge sports performance brand is looking to empower consumers with their own biometric data, bringing together a premium, discreet aesthetic with powerful insight in a seamless user experience.

The investment has been made by Stonebridge – the digital-first consumer brand investment firm, headed by DTC entrepreneur James Cox (Simba Sleep, Mahabis, Torque Brands).

Founded by former personal trainer Adam Crofts (CEO), alongside serial entrepreneur David Newns (Chair), one of the UK’s youngest-ever FTSE executives with two exits already under his belt, in April 2019 and launching to consumers in Q4 of 2021.

The astute duo spotted a gap in the market for a connected clothing brand that would look considered, feel great and provide exemplary performance data.

Headquartered in Manchester, Crofts has built an elite team of experienced apparel designers, hardware developers, intellectual property experts and marketeers, whose CVs are furnished with stellar experience in both apparel and technology, from the like of GymShark, The Hut Group, VF Corporation, Lacoste, and Burberry, with others having designed for the 2016 Rio Olympics.

Such is the complexity of the operation, the smart sportswear company has a full time, in-house IP department of five, to protect a growing number of patents that protect the unique innovation. Prevayl currently sits at #9 in the top ten UK patent filers across any industry.

Crafted from sophisticated performance materials, Prevayl has a comparable look, feel and handle to luxury sportswear brands. However, the start-up’s garments are elevated smart clothing that allow the wearer to connect with their body via invisible, sophisticated tech, to an APP which monitors performance and recovery to enhance the users experience.

At launch the fashion-forward brand will consist of three distinct elements; the sportswear, the hardware and the app, underscoring Croft’s vision to straddle the athleisure and tech industries.

“To secure £7.5m pre-revenue is testament to the whole team.” said CEO, Adam Crofts.

“Everyone is on the same page – the drive and ambition is palpable. Creating a global community and owning the connected clothing market hinges on cultivating genuine buzz and talkability.”

“Which ultimately relies on creating a product that not only knocks others out of the park, but also on the right infrastructure to scale at pace.”

“Partnering with Stonebridge has undoubtedly been a leg up for the business. It’s providing us access to the Torque Brands eCommerce platform, which will accelerate our ability to scale, whilst offering our community a slick user experience – helping us fulfill our global ambitions.”

“We are all really focused on igniting a new era of innovation that not only gets the blood flowing and puts the heartbeat back into the region’s rich textile heritage, but puts Prevayl on the map worldwide.”

The new funding will be used to kit out state-of-the-art laboratories and fitness areas with data testing facilities, new hires, garment design, continued innovation and IP creation and developing an infrastructure that will facilitate growth.

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