LONDON — Fashion designer Samuel Ross has joined the Boston-based wearable devices maker Whoop as an investor, as well as its global creative director.
Ross’ design studio SR_A has agreed on a multiyear collaboration, titled Project Terrain, in a bid to help Whoop expand into the fashion and lifestyle sectors.
The first installment of the partnership will see the release of a bespoke capsule collection, including limited-edition, customized Whoop bands, as well as technical garments within the Whoop Body collection, dropping in batches from this year and into 2028.
It’s understood that the apparel offering is being designed as “a wearable toolkit for the body” that helps with recovery and emergency for zone-based movement with fabric and hardwear development for demanding landscapes for nomads and city dwellers.
With numerous high-profile collaborations under his belt — Beats, Zara, Nike, Acqua di Parma, and Hublot, to name a few — Ross said his interest in Whoop and the broader wearable tech sector represents a natural progression. He has been wearing a Whoop band for the past five years.
A Whoop band is a screenless, subscription-based wearable health tracker that’s designed to collect data and provide insights into recovery, sleep, and cardiovascular strain. The device hardware is included with a membership, which costs $199 to $359 a year.
“Whoop is shaping the future,” said Ross. “That’s true progress, for all. It is one of the first design and technology companies of our generation, founded within our generation, by our generation, that is defining the right relationship to health, through advanced technology. We have a clear, sharp vision to move global design expectations forward.”
Yi Ng, cofounder and chief executive officer of SR_A, added that the joint venture, being an industry first, underscores the two brands’ mutual commitment to pushing boundaries. “Partnering with Whoop enables us to elevate SR_A’s mission while creating products that connect with a global audience.”
She confirmed that the collaboration will establish a fused design studio where technology, material science and fashion operate as one.
“Together, we are reimagining how garments and accessories are conceived, developing entirely new form factors and material innovations that unlock more intuitive, expressive and human-centered wearables. Working with Whoop allows us to build at the intersection of performance and culture, shaping the next generation of connected products,” she told WWD.
Courtesy
As part of the collaboration, Ross joins Whoop as an investor, alongside fellow partners including One Direction’s Niall Horan and Cristiano Ronaldo.
Since its founding in 2012, Whoop has raised more than $400 million in venture capital and sells to 56 markets globally. In 2021, Whoop raised $200 million in a Series F funding led by SoftBank Vision Fund 2, valuing the company at $3.6 billion.
Will Ahmed, founder and CEO of Whoop, said working with Ross has been a joy as “he deeply understands wearable technology. Our members will feel something new and different when they wear this limited collection.”
Johan Liden, chief creative officer of Whoop, said that through the joint venture, Ross will bring a level of craft and provocation to Whoop.
“His approach to materials, form and function aligns perfectly with our ambition to create products that are both deeply technical and emotionally resonant. Our collaboration enables us to expand the Whoop design language into an entirely new dimension, one that empowers members to experience performance and self-expression in ways they never have before,” added Liden.
To put a philanthropic bend on the partnership, Whoop has agreed to contribute to the SR_A Black British Artist Grant and host its selected recipient for an in-house design residency. Ross launched the grant in 2020 to improve “holistic Black British experience,” as well as celebrating, showcasing, and integrating exceptional talents from “low visibility pathways.”
