Marika, the active and casualwear firm, has launched Marika Curves, geared to fuller-figured women.
The first collection will be in stores for resort-spring 2015.
Marika Curves is aimed for activities such as working out and yoga, as well as daily casualwear. The lineup, which retails from $50 to $75, ranges from 0X to 3X. The collection is geared to sporting goods, department and specialty stores, as well as studios, gyms and online fitness retailers.
The offering is divided into smaller groups such as Shape Enhancing Essentials, Simply Pure and New Beginnings. Within these groupings are slimming bottoms featuring waistbands with Marika’s signature tummy control power-mesh lining, contoured seaming, CoolMax technology and two-way stretch fabrics. The line also includes jackets, hoodies, tees, tanks and dresses, many of which contain these same figure-enhancing features.
Marika Curves uses such materials as poly-spandex, Modal-spandex, cotton-poly and polyester jersey. Colors include white, lavender, blue, gray and black as well as patterns such as tie-dye burnouts, embossed palms and abstract jacquards. Among the details are asymmetric closures and hems, dolman sleeves, keyhold openings, figure-flattering shirring, cascade fronts, pleats and draping.
“Recent estimates place the total activewear business at $32.7 billion, and the drive to work out, get in shape and live a healthy lifestyle which feeds that demand is clearly shared by women of all shapes and sizes,” said Carrie Henley, executive vice president and general manager of Marika, based in Commerce, Calif. Marika, a division of Fam Brands, declined to project first-year volume.
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