Most of the clothes seem to be at a premium price. I'm not sure...

Most of the clothes seem to be at a premium price. I'm not sure how successful this is going to be? Only targeting men and in an fitness sector. I think women spend more on clothing so wouldn't you make the brand at least uni-sex?

Also some of their non-private label goods are more expensive than other retailers. For example:
https://www.sqdathletica.com/brandmates/bellroy-slim-sleeve-black - $99
http://www.gluestore.com.au/bellroy-slim-sleeve-wallet-in-black.html - $40

https://www.sqdathletica.com/brandmates/bellroy-passport-sleeve-black $ 129.95
https://www.surfstitch.com/product/bellroy-passport-sleeve-tan $114.95

To me it seems there are only 3 stores in QLD selling a private label at a premium price. Is this brand well known? I haven't heard of them before.

If I was going to get fit and active, I'd go to somewhere like Amart All Sports to get some running shoes and while I was there pick up some clothing to look the part.