Athletic wear is certainly having a moment right now, and fitness gear is no longer strictly reserved for wearing to the gym. Thanks to a number of high-profile models teaming up with fitness brands – Heidi Klum for New Balance, Gisele Bundchen for Under Armour, Karlie Kloss for Nike – sporty clothes are more in style than ever. And in Boston, a new brand has arrived to combine fashion and fitness into one chic line.

Crane & Lion launches today in the city, and specializes in the type of activewear you can don both in and out of the gym, like leggings, ankle pants, jackets, sports bras, wrap sweaters, tees and tanks. The women’s wear company was founded by John Udelson, who recently sold his first venture Curbside Hospitality, a valet service geared towards hospitals.

Now, Udelson is turning his focus on fitness and fashion apparel that claims to be both “sophisticated” and “high quality,” with the promise of taking its wearers from work, to class, to the gym.

In a press release, Udelson elaborated on the inspiration behind the brand:

Being active means something different for every woman we spoke with while creating this fashion line. My team and I had a vision to develop a clothing line that made our customer feel truly comfortable throughout her whole day. We created Crane & Lion to motivate women to be active and healthy and look their best, but still feel comfortable with who they are and how they live their lives.

Crane & Lion is sold online on its website, and will also be available in select locations like exhale. As an added bonus, any fitness instructor who submits a current teaching certificate will earn 20 percent off of any purchase.

Intrigued by Boston’s newest fashion and fitness line? Get to know Crane & Lion in the photos below.

Images provided