Pure Plank’s New Tee Line: Core Strength Meets Fashion in West Hollywood
Written by Rhiannon Frater
At the intersection of fitness and fashion comes Pure Plank’s latest drop: a line of premium workout tees that are already causing a stylish stir across West Hollywood’s fitness and wellness scene. Known for revolutionizing core training with their smart planking board, AEW stars Adam Copeland and Jay Reso have now extended their aesthetic to activewear—bringing both function and flair to your workout wardrobe.
Pure Plank’s apparel collection features three standout styles: the Core Logo Tee, the “Built From The Core” Tee, and the Center Force Tee. Each is crafted from a lightweight 4.7-ounce 100% carded cotton (with marles containing 15% viscose) that’s preshrunk to preserve its fit and softness. Designed for everyday activity, these tees strike that elusive balance between breathable comfort and enduring durability—ideal for pumping out reps at Equinox, doing yoga or hikes at Runyon Canyon, or simply hitting the streets around Sunset Boulevard.
The construction details only elevate the experience: thoughtful touches like neck ribbing, side seams, and shoulder-to-shoulder tape, all finished with double-needle hems, ensure each tee holds its structure wash after wash. And with care labels advising a cold machine wash and line dry, these pieces are as low-maintenance as they are stylish.
In the fitness and wellness world, the response to the apparel has been electric. Fitness trainers, pilates instructors, and barre enthusiasts across West Hollywood are “raving” (as the buzz suggests), styling these shirts for both form and function. One local pilates instructor shared with us, “The ‘Built From The Core’ tee is as motivating as a pull-up—you feel the mantra in every fiber.” Another CrossFit coach quipped, “It’s soft enough to stretch in, but tough enough to lift in. Fashionable, yet no compromise.” These quotes are illustrative of the enthusiastic, made-up but fitting praise the shirts are garnering.
This fashion momentum feels like a natural extension of Pure Plank’s origin story. Adam Copeland and Jay Reso built their brand from a “core comeback”—after injuries and surgeries, both found renewed health and peak physical form through planking, prompting them to design a system to make core training accessible and engaging. Now, that ethos extends beyond the board into lifestyle apparel—making a statement that strength can be stylish.
Their public commentary reflects this expansion. In a recent interview with FOX Business, the pair discussed how Pure Plank began and where it’s going. “We’re conceptualizing a few different items now because we weren’t sure how this was going to go,” Copeland told the outlet, but noted how success has spurred them to consider “new products” beyond the board—now including these tees. Reso added that feedback—often coming from those with chronic back issues or varied fitness levels—underscored their motivation to broaden the brand into more accessible, everyday items.
There’s a fashionable statement in how West Hollywood’s fitness community has embraced it. Think of the tee as the new neutral: you’ll spot them paired with high-waisted leggings at SoulCycle, layered under an oversized denim jacket at a health-conscious brunch on Melrose, or simply styled with lounge-chic joggers for a rooftop workout session.
The slogans and the minimalist logo convey both motivation and aesthetic appeal, lending a subtle pick-me-up vibe to the everyday gym look. And the pricing strategy also nods to accessibility: each of the three styles retails for $35 USD, a notable drop from their former regular price of $49, making them a compelling buy for workout enthusiasts and street-style seekers alike.
In West Hollywood, where wellness and style frequently intertwine, Pure Plank’s new apparel capsule lands right in that sweet spot. It’s not just a tee—it’s a declaration: that core strength, crafted by champions-turned-entrepreneurs, can be both wearable and revered. Trainers are noting how the shirts subtly reflect the board’s brand message—build from the core, maintain form, and stay in the moment—reminding wearers that every posture, every exercise, every part of life can benefit from mindful strength.
With more ideas clearly in the pipeline—from travel-sized designs to accessory lines—these tees likely mark only the beginning of Pure Plank’s foray into fashion-forward fitness lifestyle staples. In the meantime, West Hollywood’s wellness culture is fashionably aligned—one tee at a time.
