The line includes a variety of 80s inspired pieces, such as cropped sweats and leggings, off-the-shoulder tops, over-sized and ruched tees, vests, sneakers, sandals and more.
According to Hugues Witvoet, the chief executive of Edcon's Department Stores Division, Pineapple is all-purpose and trendy. "In the 80s, activewear became leisurewear and leisurewear became activewear. While this trend has stuck, the brand has remained true to its heritage and story, offering designs, shapes and prints in a contemporary, trendy colour palette. The range can be worn anywhere."
To celebrate the launch, the group is partnering with V-Prime on VUZU (DSTV channel 123), where presenters, Dineo and Lalla will be dressed head-to-toe in branded gear.
Gear is available at Menlyn Park, Gateway, Active Eastgate Shopping Centre, East Rand Mall, The Pavilion, Greenacres Shopping Centre, Sandton City, Canal Walk, Fourways Mall, Active Cresta Shopping Centre, Active Tyger Valley Shopping Centre, Clearwater Mall, V&A Waterfront, Melrose Arch and Woodlands Boulevard.
The history of the brand is an example of entrepreneurship. As a 15-year-old model from Manchester, suffering from an underactive thyroid that caused havoc with her weight management programme, Moore took up dancing to keep in shape and fell in love with the art form. Following the closure of the only dance studio in Central London, she opened the Pineapple Dance Studios in an old pineapple warehouse in Covent Garden in 1979. Her aim was to make dance accessible to everyone.
Today, Pineapple Dance Studios is recognised as a world centre in terms of commercial dance. Here, amateurs and professionals alike attend auditions and rehearsals for the major London and touring shows, including Billy Elliott, Chicago and Wicked. At the same time, it employs the finest dance teachers in the UK, many of whom have celebrity clients, namely Beyoncé, Madonna, Mariah Carey and Rihanna.
Working in the space, she recognised the need for fashionable dancewear. Inspired by the physical fluidity of the dancers, as well as their unique ability to accessorise and customise, she launched a range of clothing under the brand name. At the British Fashion Awards in 1989, she was among the nominees in the category of 'Contemporary Designer of the Year'.
