Feminine Aesthetic

Denise Cronwall launched her eponymous label with the desire to combine functional sportswear with fashion-forward design. This Miami designer is now the go-to brand for tennis players and fashionistas alike.
Words by Sandy Lindsey | March 30, 2020 | Fashion

The desire to design superior activewear fashion arose in Denise Cronwall about 10 years ago, back when it was hard to find activewear options beyond the purely technical kind that the large multi-national brands offered. Driven by the idea of creating a unique boutique-style activewear line, Denise Cronwall equipped herself with a fashion design degree from Miami International University of Art & Design and started experimenting. In 2012, her brother, with his strong sales and business administration background, joined forces with her and Denise Cronwall Activewear took shape. A truly homegrown brand, every piece they make is designed and manufactured in their atelier located just two miles north of the Miami Design District. They manufacture locally, investing in local artisan skills and a conscious approach to fashion because they believe that proximity to the product holds the key to the creation of truly unique garments. Denise Cronwall designs are recognizable for their feminine Miami Chic aesthetic and breezy layering pieces. Each piece is made out of the most luxuriously soft and cool materials, ideal for warm tropical climates. The line has its roots in tennis and fitness and with time naturally branched out into golf and other skirt-sports. The line has continued to blossom on to the beach and streets with athleisure collections that take you seamlessly from the court to the resort and beyond;