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The definitive line between athleisure and streetwear is getting fuzzier by the second — and Under Armour has taken notice.
Business of Fashion first reported that the Baltimore-based athletic apparel and footwear company is capitalizing on your compulsion to wear your leggings with everything by creating a new premium label, Under Armour Sportswear (UAS), which will fuse its Steph Curry-approved sportswear — including its moisture-wicking technology — with a fashion-forward approach. Leading the charge to a stylish, luxury look will be designer Tim Coppens, who was tapped as executive creative director of UAS.
Coppens, a veteran of Ralph Lauren’s sport line, RLX, as well as Adidas, launched his eponymous menswear and womenswear label in 2011. His collections have been lauded for his “luxury sportswear” vision — inspired by his childhood memories of ‘90s skateboard culture — and earned him a CFDA Award for menswear in 2014.
But Under Armour claims that UAS will be more than just athleisure staples like fancy hoodies and snazzy sneakers. “It’s not activewear. It’s not athleisure,” Under Armour senior vp sportswear Ben Pruess told BoF. “It’s very specific to this idea of young, ambitious, new generation of clothing.”
The collection, available this autumn, will be sold at Under Armour flagships in New York and Chicago as well as on a new e-commerce site and select department stores. Prices have not yet been disclosed.
Lululemon, too, has experimented in this crossover space by offering a collection of workout-inspired workwear, Lab, at their New York City pop-up store. The cult leggings brand also hired a seasoned designer, Marcus LeBlanc, whose résumé includes stints at Theory and John Varvatos.
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