Muscle Nation launches HBXMN- a sustainable activewear line

Muscle Nation- one of Australia’s fastest-growing activewear and supplement brands has launched a new sustainable activewear range in line with its commitment towards the environment.

The ‘HBXMN’ line has been inspired and produced in conjunction with former champion bodybuilder Hattie Boydle. The line is manufactured using 75% of recycled polyester which is obtained from consumer waste and recyclable materials like plastic bottles. This step of producing environmentally friendly activewear has led the owners Nathaniel Anthony and Chris Anastasi to be among the latest innovation from Top 100 Young Entrepreneurs.

Nathaniel Anthony co-founder and CEO of Muscle Nation said that the brand was not about being a fashion, activewear or supplements brand when they launched it. They wanted to set up a brand so that a community of like-minded people who were passionate about the same goals, and who supported and uplift each other could get connected.

For the manufacturing of the HBXMN range, first plastic bottles were collected, sorted by color, melted down, and then converted into chips. Then the chips were sent to a spinning mill where they were melted down and then turned into yarn to create the fabric.

The brand came into existence after Boydle, the 2016 World Beauty Fitness and Fashion (WBFF) champion approached the founders. Anthony said that they immediately began to research the possibilities within the realms of making sure that their product design and quality were not compromised after they were approached by Hattie regarding the development of an environmentally friendly range. He also added that elements of recycled fabrics are used to craft each piece of the collection which served a completely different purpose in the past lifespan. To ensure each item stands the test of time, they have put the materials through the ringer and carried our different wear and tear tests like rolling things on them, washing with rough towels, and many, many squats.

Brand ambassador Boydle said that being a part of the development and design process of the new collection is a proud moment for her. She felt thrilled to see her vision for an environmentally friendly activewear range coming to life. After spending years trying and testing ranges from all over the world and being passionate about health and fitness, she feels excited to partner with her Muscle Nation family who offers women wardrobe that will encourage women to focus on leading a healthy, active lifestyle along with helping the environment.

Ever since the launch of this Brisbane-based startup in 2016, the brand has reached an online community of more than 2 million followers on social media. The startup has transformed into a multi-million dollar e-commerce retailer in the last 4 years whose sales have jumped 200% last year and generated a revenue of more than $27 million in revenue for FY20. Along with activewear collections, this brand also sells supplements and runs a social media marketing company called Muscle Nation to promote fitness brands and influencers.