Denise Cronwall Activewear – The Story of the Brand
In a time when the activewear market was ruled by the global sports brands that delivered technical athletic clothing with little attention to style, Denise Cronwall had the vision of a fusion of technical athletic wear and fashion sports wear. With this concept in mind Denise enrolled in Miami International School of Arts & Design and then set up her own design studio and started working on her vision.
The line grew its roots in the tennis arena as Denise was an avid tennis player and was often approached when wearing her creations. She quickly grew a local clientele. The unconventional combination of lace and technical fabrics was a unique proposal and something beautiful and different. It was exactly what the stores were looking for to complement their current offerings. The line became a hit and has now achieved a strong presence throughout the US and by important online retailers as well as internationally through its own website.
Denise Cronwall has designed exclusive collections for world renown clubs like International Polo Club in West Palm Beach, FL and been worn by several WTA Tennis Professionals on the tour, like Mona Barthel and Camila Giorgi to name a few.
All collections are exclusively made in Miami USA using premium performance fabrics, exclusive prints, unique trims and cutting-edge manufacturing techniques adorned by a flattering and feminine aesthetic. With its roots in tennis, the collections include ready-to-wear and accessories that are suitable for tennis as well as fitness, golf and lifestyle. Signature details include feminine silhouettes; purl stitch finishes, layering pieces, two-piece dresses, flattering skirts and leggings with inverted tennis ball and phone pockets.
Influenced by her background and heritage, Miami-based activewear designer Denise Cronwall, naturally captures a unique balance of Scandinavian simplicity and Latin warmth in her designs. Her creations strive to gratify the needs and desires of style-conscious women who value the essence of effortless elegance and timeless style while wearing versatile athletic wear that crosses over into their everyday lives.