New Power Studio is a brand new sportswear label but the people behind it: scouse fashion stylist Thom Murphy, and descendant of Turkish immigrants Ebru Ercon have history. She used to work for Stella McCartney and he has worked for all those men’s fashion magazines that think Belgium = cool.

New Power Studio’s White Mice collection of modern, mystic sportswear, complete with rope, circular, and triangular details, are obviously not waste-man trackies. Murphy spouts impressive modern-sounding stuff like his idea of luxury is “being able to spend two months in Berlin” and he’s down on “having an attitude just because you paid more for your massive handbag than everyone else.” But isn’t everyone?

He reckons modern sportswear is way more fashionable than all that chintzy stuff people wear to try and look rich. Murphy also likes the fact that those who choose sportswear are a bit of an elite gang because “You only get away with wearing trackie bottoms in the sort of clubs and jobs that don’t have a dress code, you know the really cool ones.” Obviously loads of unemployed guys wear them too, but that twenty first century, proletarian street thing only makes New Power Studio’s sporty togs even hotter.