Rhiannon Joyce

Now, if you don't know what Crop Shop Boutique is, I'm willing to bet you haven't been to the Gold Coast in the last three years.

But Crop Shop Boutique is an Australian-founded activewear brand.

It was founded in 2019 by Rachel Dillon.

And to say this brand is going off is the understatement of the century.

It was reported by Rag Trader that last year their sales were up 113% year on year.

Let me just say in the current economic climate and e-commerce world, most businesses would be like snapping a 1.3% rise.

Like these numbers are astronomical.

Yeah, I love an acronym too.

So look, they had an incredible pop-up over the weekend in Miami and they did it in collaboration with Alex Earle's Real Actives.

Now, I would say in terms of social celebrity currency right now, Alex Earle is arguably one of the hottest celebrities and her conversion cannot be denied based on every piece of material you will read and the fact that brands have knowingly thrown equity at her rather than giving her a paid fee probably says it all.

But they did a really chic Pilates studio takeover in Miami and had all of the activewear matched in Alex Earle's Real Actives colourway.

It was so cute.

It was like...

So fresh, so clean.

It was so cute and so fresh.

And I actually hadn't seen this until I saw Rach Wild's TikTok on it.

So for those of you who don't know, Rach Wild is the founder of Australian skincare brand TBH.

And she was like, this is probably the best collaboration we've seen from an Aussie brand in some time.

And then, you know, that kind of thing that happens in the algorithm when you watch something the whole time and then suddenly that's all you get.

All I could see after it was that.