Browns is expanding into the athletic wear category and launching today with 33 brands and an exclusive capsule with street wear label Misbhv. There will be a mixture of luxury to gym wear brands on the market like Versace Active to Adidas and Nike.
“Brands are extremely setting out to concentrate on understanding and making performance wear pieces geared toward ladies rather than simply ‘shrinking it and pinking it.’ I felt that with this new category, it might extremely represent the total of Browns’ audience,” said Ida Peterson, women’s wear buying director at Browns.
In an endeavor to represent as much of the Browns audience as potential, Peterson has enclosed items that stretch far beyond the gym wear vary such as performance wear for yoga, running, cycling, basketball, and soccer.
“There is so much happening on the women’s sportswear side and I want to make sure we cater to any or all those women. We’ve seen the athletics genre becoming stronger and stronger and with our international audience, basketball is huge in the U.S.,” Peterson said.
Browns is going to offer 3 exclusive designs with Misbhv that embody neon bodycon dresses; other key drops include pieces from Fantabody, Adam Selman Sport and Adidas x Danielle Cathari.
There will also be an installation within the Browns East store, where sportswear items like a sports undergarment and activewear leggings will be adorned and stretched from the ceiling with neon green string. A range of sneakers from brands like Reebok and Adidas will be displayed beneath.
“Our purpose of distinction is styling up these performance wear pieces, thus you can wear them as useful pieces but also having fun with them and pairing a stunning dress with sneakers. A lot of those items are functional but they essentially ought not to be, and it's vital that we tend to replicate this, too,” Peterson said.