DuJour Navigation

SoulCycle Wants You to Sweat in Style

DuJour took a spin around the workout mecca’s new retail concept

View the gallery

SoulCycle isn’t just about sweating—now it’s about sweating in style. The spin studio recently opened a lifestyle shop at their location on Manhattan’s Upper East Side. Complete with listening stations (to hear the tunes on instructors’ playlists), it sells the brand’s signature bandanas (a ubiquitous sight in SoulCycle classes), as well as a dizzying array of sweatshirt, legging, T-shirt, tank and sock options. Other goodies on offer include iPhone cases, journals, nail polish (only available in SoulCycle’s signature yellow, made in partnership with Tenoverten) and headphones, most emblazoned with—wait for it—skulls, the brand’s symbol. “Our riders are so passionate about the brand that they want to live the SoulCycle lifestyle in and out of the studio,” says founder Julie Rice.