Anpassa Sports Apparel


We invite Anpassa Sports Apparel founder, Dan Craven to tell us all about his brand journey.

The Idea

In recent years we have seen the women’s activewear market explode. The likes of Sweaty Betty and Lululemon leading the way with high-quality, technical apparel that marries function with style – A far cry from the dark days of ‘shrink it and pink it’.

Seeing this growth, it became apparent that men’s sportswear had become stuck in its ways – the same big brands, launching similar-looking ranges every season, mostly positioned in the mid to low price point.

Having studied Sports Technology at university, plus spending the last 9 years working in sportswear design and development, I have the idea to create a new style of technical sportswear for men – versatile apparel that blends performance, comfort and style without compromise. Designed to transition from one environment to the next; whether you’re training, running, in the office or climbing a mountain.

Despite the sportswear market as a whole becoming very saturated, I still felt there was a niche for premium men’s activewear – particularly within the UK. think it’s important to distinguish between ‘Activewear’ and ‘Athleisure’, as the two are often confused. The term, ‘Athleisure’ refers to casual wear with a sporting aesthetic. The term, ‘activewear’ refers to technical sportswear with a casual aesthetic. Anpassa fits into the latter. First and foremost, the products must be built on a platform of technical performance. However; I strongly believe style can be incorporated, without any compromise in function.

We take a minimalistic, Scandinavian approach to design, using performance fabrics with a natural colour palette. A nod to this being in the name, Anpassa – a Swedish word meaning ‘to adapt’.

Image credit: Patrick Alexander

The ‘S’ Word

I don’t see sustainability as a USP, but as something to incorporate into every aspect of the business – not only at product level. Coming from a sportswear industry background, I’m conscious of the increase in ‘greenwashing’. Without sounding too preachy, the clothing industry as a whole must continue to make fundamental changes and as a new brand, it’s important Anpassa keeps its environmental impact to a minimum.

There’s a slow shift in buying habits from buying cheaper throwaway garments to investing in higher quality. Durability plays an important part in our design ethos and we strongly encourage the change towards lower consumption.

I don’t see sustainability as a USP, but as something to incorporate into every aspect of the business – not only at product level.

Dan craven, founder

We use eco-friendly fabrics and materials where possible. Everything is manufactured and sourced within Europe, keeping our carbon footprint to a minimum. All aspects of our packaging are eco-friendly – even down to the water-based adhesive labels used on our compostable mail bags. 

These are just a few examples of our current sustainability strategy. We see this as something that will continue to evolve.

Image credit: Patrick Alexander


In 2019, we had our first trip to Anpassa’s manufacturing partners in Portugal. With 2020 being a difficult year for many businesses, we also found ourselves facing a number of delays within the supply chain. After various rounds of sampling and plenty of persistence, we finally launched in early July, with a minimally branded, 3-piece collection comprising of a zip top made with SEAQUAL® YARN’s Upcycled Marine Plastic, a drirelease®/cotton-blend t-shirt and a highly durable woven short.

Image credit: Patrick Alexander

Future Plans

We’re predominantly a direct-to-consumer brand, selling exclusively through our website, although we are keen to partner with key retailers in the near future. Although it’s early days for the brand, we’ve seen a steady growth in sales and received excellent feedback from customers. 

Moving forward, we have plans to collaborate with various industry experts and like-minded brands. Heading into A/W 2021 and beyond, we’re thoroughly excited to grow Anpassa into the go-to activewear brand for men.

This article features in the November issue. Read the issue HERE

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