After successful collaborations with Beach Riot and Bandier, LoveShackFancy is embracing the activewear category on its own.
Activewear rounds out LoveShackFancy’s lifestyle offerings, which range from ready-to-wear and intimates to swim, accessories, jewelry, bags and shoes.
“During COVID[-19], when I was trying to get inspired to work out, and couldn’t find anything I liked, I reached out to the owner of Beach Riot who had wanted to to do something with us. We did those very successful collaborations. All the girls loved them, we all still wear them, and the last few years we’ve been saying we were going to do activewear on our own, and this felt like the perfect time to officially launch,” she said.
According to Hessel Cohen, what distinguishes LoveShackFancy’s activewear from the competition is their distinctive prints. The pieces can be worn for such activities as yoga, dance, SoulCycle and boxing, she said. “When you’re wearing your workout clothes, you also want to go out. Our girls love to work out and they love to go out. These are also pieces that you feel that you’re dressed when you’re wearing them.”The brand will have a dedicated activewear space in its stores and will build on their joggers, waffle pieces, thermals and T shirts that can go with the pieces. She’s calling the activewear “Fit and Fancy.
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