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Irish fashion favourite fee G puts the cool into casual with a new athleisure addition — and it’s sustainable, too

The DAY X fee G collection features cosy-but-glam, sustainably-sourced cotton sweaters that are perfect for day or night — what’s not to love?

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‘Je t’aime’ sweater, €99, DAY x fee G

‘Je t’aime’ sweater, €99, DAY x fee G

‘The Studs’ sweater, €109, DAY x fee G

‘The Studs’ sweater, €109, DAY x fee G

‘Hands of love’ sweater, €124, DAY x fee G

‘Hands of love’ sweater, €124, DAY x fee G

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‘Je t’aime’ sweater, €99, DAY x fee G

When Irish womenswear brand fee G — known for its bright colours and bold embellishments — is mentioned, many of us will immediately think of dreamy day dresses. “As a designer, you can be a little bit pigeon-holed,” admits fee G designer Fiona Heaney, who wanted to shake things up and bring something new to the brand with the DAY X fee G athleisure line.

The collection first came about during the pandemic when the athleisure craze was at its highest. “It was funny; we teased our customers, saying we were going to do something new,” Heaney says. “They jumped straight to: ‘Oh, you’re doing jewellery? Evening wear?’ I think they were pleasantly surprised.”


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