J. Crew and New Balance debut new activewear line
J. Crew is taking a leap into activewear with the help of New Balance. The 11-year partnership between J. Crew and New Balance included numerous sneaker releases exclusive to the American lifestyle company, and now the collaboration expands to activewear.
New Balance x J. Crew is a full women’s line consisting of colorful active pieces like sports bras, tank tops and pullovers crafted in technical fabrics. The 20-piece collection also includes a line of sneakers further building on the companies’ sneaker partnership. The new, affordable activewear line, which ranges in price from $15 to $200, is intended for the gym, running, yoga and spin class, but also for leisure wear and use.
Head of J.Crew Women's Design, Somsack Sikhounmuong, said, "This collection was a natural extension of our New Balance collaboration which we've have been doing for years. To me it uses a palette of J.Crew color and classic sensibility with New Balance know how and expertise." Deirdre Fitzgerald, VP of Apparel at New Balance, added, "The launch of the New Balance x J.Crew collection is an exciting addition to our women's business this season. Our two brands have worked together on lifestyle footwear for many years, and the evolution of the partnership will reveal a unique collection of performance apparel and footwear grounded in an aesthetic of timeless athletic chic."
J. Crew enters the activewear realm at a point in time where active apparel and athleisure are more than a niche. This year alone, Bonobos and Adore Me launched activewear collections, Daniel Shapiro launched Fourlaps, a New York City-based apparel brand offering affordable active apparel, and Beyonce launched women’s active brand Ivy Park with Topshop.
The activewear line is another effort from the company to attract a new customer and lift sales. J. Crew in September launched an exclusive partnership capsule with Net-a-Porter and, in the month prior, launched its namesake brand at 16 Nordstrom locations alongside Madewell, which is available at 76 Nordstrom stores and online.
New Balance x J. Crew will launch on October 11 at 37 J. Crew stores in the US, Canada and the UK and 5 New Balance stores in New York City, Boston, the UK and San Francisco, which is slated for November.
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