By  on March 21, 2011

Danskin will launch a line of high-tech sports bras and contemporary daywear, loungewear and sleepwear in July.

This will be the first collection of daywear, loungewear and sleepwear bearing the Danskin name.

Iconix Brands Group Inc., which has owned the Danskin name since 2007, entered into a licensing partnership with Saramax Apparel Group Inc. in late 2010 to produce the sports bras and innerwear lines.

Distribution is aimed at better department stores, sports specialty stores and e-commerce businesses.

Officials declined to give a first-year wholesale sales projection, but sales for the combined lines could exceed $5 million the first full year, according to industry estimates.

Eddie Betesh, chief executive officer of Saramax, said the Danskin collections received “strong” reaction during the innerwear market week in February.

“I believe the retailers are favorably responding to the new Danskin sports bra collection because Danskin has been an original women’s heritage brand from its inception, and the new line of sports bras we are doing differentiates Danskin from men’s active brands that try to cater to women,” said Betesh.

The sports bras, which will be sized 34B to 44DD and S to 3X and rendered in medium-to-high impact levels, will retail between $28 and $48; coordinating bottoms will be priced from $12 to $18; loungewear and sleepwear will sell for $22 to $52, and coordinating daywear pieces will retail between $12 and $24. Active-inspired bottoms will be sized S to 2X, and select sleepwear and loungewear styles in sizes 1X to 3X will be in stores in August and September.

Joy Haizen, vice president of the Danskin division at Saramax, said the sports bras and coordinating active intimates are designed with feminine functionality in mind to enhance the active lifestyle needs for today’s woman.”

“The collection offers wearable sports bra styles in a variety of fabrications that can be worn from yoga and Pilates to cross-training and fitness. The fresh color palette and design details mixed with wellness benefits allow for a great fit, high function and adaptable style that can be worn in and out of the gym,” said Haizen.

The wellness aspect of the sports bras is achieved through branded fabrications, yarns and perforated foam cups for breathability. In addition, the collection has developed fashionable and functional novelty meshes, which allow for moisture wicking. Performance microfibers include Tactel and Coolmax, while seamless looks are created in yarns by Nilit and Coolmax as well as stretch cotton blends with Lycra spandex.

Colors for the sports bras are black, white, nude, two shades of gray, and saturated pastels of light blue and violet. Special treatments include flexible embossed metallic rubber logos known as the “moji girl” icon, metal brand tags, reflective logos, heat seals, and piping, and icon zipper pulls with a self-locking mechanism. There also are logoed soft-seal hooks and eyes for comfort and adjustability, and pockets in sports bras to allow for easy MP3 accessibility and cord management.

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