Tennis fashion is more diverse than ever. Various sportswear companies have created romantic designs dominated by lace and floral patterns, but there’s just one brand that consistently nurtures feminine silhouettes and effortless elegance — Denise Cronwall Activewear.
The origin of Denise Cronwall Activewear
Avid tennis player Denise Cronwall founded her activewear company in 2010. The idea to create her own workout clothing originated in the fact that she had a hard time finding outfits she truly liked as she considered that the existing collections focused on technical aspects with little attention to style.
Always the one to take action, Denise enrolled in Miami International School of Arts & Design to pursue a degree in Fashion Design and shortly after set up her own design studio in Miami and started working on her vision.
Denise’s line took root when she began to be approached on the courts while wearing her creations. Her unconventional combinations of lace and technical fabrics gratify the needs and desires of style-conscious women who value the essence of elegance and timeless fashion while wearing versatile athletic wear that crosses over into their everyday lives.
The line has proven to have a cross-generational appeal as it balances an attractive youthful aesthetic with a flattering and forgiving fit.
Born and raised in Miami
Denise Cronwall Activewear is designed and manufactured in Miami. Initially, Denise organically grew a local clientele. Soon, the most exclusive tennis shops throughout the United States wanted to carry it. When it comes to the WTA Tour, Germany’s Mona Barthel used to be the brand’s official representative, while at present it is Melanie Stokke from Norway.
Signature Denise Cronwall style and performance
Feminine silhouettes, purl stitch finishes, layering pieces, two-piece dresses, flattering skorts and leggings with their signature inverted tennis ball pockets/regular pockets define Denise Cronwall’s recognizable style.
The garments are made out of luxuriously soft premium performance fabrics. The versatile prints that all nurture a similar aesthetic are exclusively designed by Denise. Another interesting detail is that most pieces are “tagless”, meaning that tags are heat pressed on, rather than any itchy sewed on tags.
Coming from Miami, all pieces are particularly well suited for warm climates. They keep you cool, comfortable and a majority of pieces are made with UV protection fabrics to keep the wearer protected from the harmful rays of the sun.
The Denise Cronwall brand, rooted in tennis, naturally expanded into other skirt sports such as golf, pickleball, paddle tennis, beach volleyball, to name a few. The versatile style of the pieces have allowed the collections to blossom beyond the court and onto resort, beach, and street.
Active women’s go-to uniform
As sportswear and athleisure have become the staple of active women’s wardrobe, the DC line has been in the forefront of the movement. Although the line is completely functional, more often than not, it is also being worn off the court as everyday wear. Effortless, feminine and totally Miami Chic!