Fitness tracker company Whoop has entered the fashion world through a collaboration with designer Samuel Ross's SR_A studio. The Project Terrain collection integrates Whoop's health sensors into performancewear, allowing users to wear the device discreetly in clothing pockets. The first drop launches on March 12, featuring items like undershirts, shorts, and jackets for men and women.
Whoop, known for its performance and recovery tracking band, is pushing boundaries by blending technology with fashion. The company appointed A-Cold-Wall founder Samuel Ross as its global creative director in January, leading to the Project Terrain collaboration. This marks Whoop's first foray into apparel, designed to make the wearable tech "invisible" while maintaining continuous monitoring.
The initial release on March 12 includes a SR_A-branded Strata Whoop band, men's undershirt, technical shorts, and shell running jacket, plus women's performance bra, shorts base layer, and shell running jacket. Users can keep the sensor on their wrist or place it in embedded pockets. CEO Will Ahmed explained, “Whoop as a product needs to be worn continuously, and if you’re wearing something on your body continuously, it starts to blend into your fashion, identity, and status.” He added that alternative placements do not affect data accuracy, such as heart rate measurement.
This builds on Whoop's Any-Wear sensor, developed since 2021, which allows removal from the wrist band for integration into clothing. The company, which started with elite athletes and expanded to consumers in 2018, has seen significant growth: subscriptions increased twenty-fold since 2020, membership rose 75% year-on-year recently, and overall business grew over 100% last year. Recent additions like ECG, blood pressure monitoring, and the medical-grade Whoop MG have broadened its appeal across demographics, including Gen Z for sleep and mental health tracking.
Ross, a Whoop user for five years, sees the partnership as a fusion of design, technology, and luxury. The collection draws from streetwear and performancewear, featuring technical nylon with welding, laser perforation for breathability, and lightweight pieces with retractable hoods suitable for trails or urban use. “It’s an intersection of design, weaving, technology, and luxury fashion,” Ross said. Future plans include limited-edition drops through 2027 and a concept line exploring new hardware, materials, and sensor placements. Ahmed emphasized creating versatile options, like underwear for formal events, to ensure 24/7 data collection without compromising style.
