Retail fashion brand Refinery has announced a major expansion into the lifestyle market with the upcoming launch of its new athleisure imprint, OSMO. Set to debut on October 30, the new line is positioned as a refined take on functional comfort, designed to blend elevated style with clothing built for movement, balance, and everyday energy.
Refinery Launches OSMO Athleisure aims to offer high-quality, versatile pieces that seamlessly transition from the studio to the street. According to Shaun Hoddy, CEO of Refinery, OSMO “represents a natural evolution” for the company, celebrating movement and community through intentional design. The range incorporates technical performance elements within an accessible and beautifully refined collection.
The new brand is driven by the idea of creating clothing that truly moves with the wearer, emphasizing thoughtful detail and construction in every garment. This commitment to versatile style is central to the OSMO ethos of “living in motion.” The launch is being supported by digital storytelling led by content creators who champion authenticity and wellness, embodying the brand’s focus.
In a strategic retail move, the Refinery Launches OSMO Athleisure collection will be housed inside newly designed, immersive OSMO spaces within select Refinery stores across three major metros. This dedicated retail environment underscores the brand’s positioning as a distinct, innovative lifestyle contender, inviting customers to find balance between refinement and ease.
