Cell Workout, the fitness enterprise inspired by founder LJ Flanders' stint in prison, has launched its first athleisure collection, backed by fashion industry heavyweights.

Cell Workout, a UK prison fitness-based community interest company (CIC) founded by former HMP Pentonville inmate LJ Flanders, has launched an eponymous athleisure brand.

The unisex clothing brand is the brainchild of Flanders and Rowland Gee, the former CEO of clothing retailer Moss Bros. Flanders also enlisted the help of Ricky Green, former Ted Baker wholesale director, and Barney Rodgers, a branding specialist from creative agency Bureaux360, to create the identity and strategy for the collection.

The athleisure collection comprises 40 pieces, including T-shirts, hoodies, sweatshirts and accessories. It launched on Next’s website on 25 February, as well as on the Cell Workout website.

The clothes are unisex and made from ethically sourced materials with a specific focus on quality and functionality.

Retail prices range from £22 for T-shirts to £48 for hoodies.

A percentage of profits from the range will go towards funding work in prisons and the community, support those affected by crime, support with mentoring and qualifications.

Tags athleisure menswear sportswear Ted Baker womenswear

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