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Under Armour takes a fashionable turn
04
Jun '16
Courtesy: Under Armour
Courtesy: Under Armour
Baltimore-based athletic gear maker Under Armour has roped in fashion designer Tim Coppens to serve as Executive Creative Director of a new collection called UAS, which stands for Under Armour Sportswear.

Coppens has previously worked at Adidas, Ralph Lauren and RLX.

According to a statement from Under Armour, UAS will consist of "fashion-driven performance sportswear."

Coppens, a CFDA (Council of Fashion Designers of America) nominee this year for Menswear Designer of the Year, will oversee the creative vision of the new line, which launches this autumn. The plan, unveiled on Thursday, is to launch a line that goes “beyond the comforts of casual active wear and the trusted functionality of innovative athletic wear.”

“There is a desire for something new; a new twist on an American sportswear brand that allows the ambitious generation to go longer, faster and harder with intuitive product and a modern style,” Coppens said in a statement. “Under Armour is in a unique position to take on the task of defining this space with an authentic east coast sports and innovation brand footprint that is armed to enter the lifestyle market.”

UAS will include men's and women's apparel, footwear and accessories. The new line joins a growing market for "athleisure" clothing, which blends athletic wear with leisure wear.

The popular "athleisure"subcategory within the broader apparel world, has helped boost sales at Nike, Adidas and Lululemon. (SH)

Fibre2Fashion News Desk – India

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