Hermès opens a Custom Gym in Williamsburg


Hermès belts are not only to be worn. The French house, known for its leather goods, wants you to train with them too.

Until November 7, Hermès is moving to Brooklyn to bring its signature products into a whole new context: the gym.

Called HermèsFit, the activation is a pop-up boutique and a personalized fitness center offering Hermès training courses.

For example: a stretching session with Hermès belts and yoga incorporating the label’s beloved silk scarves. If neither of them tickles you, how about a Vogueing class with Hermès hats? Or kickboxing with Hermès bracelets?

After training, participants can even cool off in a salon stocked with Hermès beauty products.

Ideal for photoshoots, the space is also equipped with a branded climbing wall, boxing ring and weights.

All courses are open to the public and free. If you’re not based in New York, HermèsFit will be making stops in Paris, Taipei, and Shanghai, so stay tuned.

The playful activation is a departure from Hermès’ reputation as a pillar of ultra-elite luxury.

The brand’s decision to launch HermèsFit in Williamsburg – a considerable distance from its flagship Upper East Side – brings the house to a younger demographic, who might not realize that Hermès is more than just Birkin bags. .

HermèsFit is not the only luxury brand to bring fitness up to date.

In partnership with Technogym, Dior unveiled a collection of equipment and training equipment including a treadmill, a stability ball and a set of dumbbells.

Chrome Hearts sells a set of three-pound hand weights, in sterling silver, for $ 5,000.

Of course, the magic of HermèsFit lies in incorporating items that you may already have in your wardrobe. The next time you find yourself craving a gym membership, why not take a look at your wardrobe instead?

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