NEW YORK--The crossover of well-known brand names from the men's athletic field to women's active apparel has become a trend, but now there's an increasing call for looser, more relaxed styles. Women began getting into aerobics and nylon and Lycra spandex exercise wear in a big way in the early Eighties. The move gained momentum in the mid-Eighties with step-aerobics. Now, vendors say there's still a demand for high-performance fabrics blends such as Supplex nylon and Lycra and Micromattique and Lycra, but there's also a growing desire for easier-fitting bodywear and activewear by women who occasionally exercise. This has spurred a demand for women's exercise wear bearing established men's brand names, say manufacturers, because brands in men's athletic wear are traditionally done in blends of cotton and Lycra and cotton and fleece. As a result, a host of licensed names that originated in the men's area--Everlast, Converse, Nautilus and Champion, for example--are cropping up this year in the women's active sport market. Moreover, the crossover is surfacing in men's athletic apparel, where the popularity of high-performance fabrics is increasing. "The athletic brands that have been very strong in the men's area are very strong right now in women's athletic apparel," said George Horowitz, president and chief executive officer of Active Apparel Group, a licensee of women's activewear under the Everlast label. "The Everlast name has universal appeal," he continued. "Active looks are very hot right now, especially with the movement of women getting into boxing to exercise." Everlast has been around since 1910. "We also love the 88-year-old Converse name, because it also is a good example of taking a men's athletic brand into the women's arena," said Horowitz. AAG recently signed a licensing agreement with Converse Inc. to manufacture and distribute the first licensed line of women's activewear under that label. Nick De Marco, president of Nautilus Wear, a division of Delta Woodside Inc., Greenville, S.C., noted, "The big crossover really is occurring in the cotton and fleece area, where traditional men's brands like Champion are seeing more of a need for looks that have a relaxed, ready-to-wear look. "The trend is going in reverse in the men's field," continued De Marco. "Before, when men wore Lycra blends, they were stereotyped as being too serious about sports. It wasn't considered cool if they weren't wearing their old, loose clothes to work out in." Nautilus got into women's active apparel last fall. The firm began showing men's cotton T-shirts in 1985. As noted, Nautilus recently signed two licensing agreements--one with Jacques Moret to produce a line of women's bodywear in Lycra blends, and one with Great American Cotton to produce a line of women's and men's cotton and fleece activewear. Ari Hoffman, president of Devanlay U.S., the U.S. arm of Devanlay SA, which holds the worldwide rights to the Lacoste name, said a group of Lacoste women's classic polo-related products will be introduced at Saks Fifth Avenue and Barneys New York next spring. Devanlay bought back the rights to the 60-year-old Lacoste name in 1992 from the financially troubled Crystal Brands. This spring, Devanlay began distributing the men's signature polo with its well-known crocodile label to Saks Fifth Avenue and Neiman's. The line of women's polo shirts of piqué cotton knit are being introduced because of "popular demand." "Many women have been wearing the men's polo shirts," said Hoffman, noting that it has always had strong unisex appeal. At Champion Jogbra, Hinda Miller, chief executive officer of the Sara Lee Corp. division, said, "I think the key to maintaining a well-known brand is through TV and print advertising." "We will be leveraging off of the exposure we received during the Winter Olympics in Lillehammer, when athletes wore Champion leisurewear," said Miller. "It gave us a lot of credibility, especially with female viewers, who account for over 50 percent of the viewership." Miller added that Champion and Champion Jogbra will continue to be sponsors of the Summer Olympics in Atlanta in 1996. Sara Lee acquired the 16-year-old Jogbra name in 1991, when it acquired Playtex Apparel. Champion has been an established name in men's athletic apparel for 88 years. Miller is credited as being a forerunner of the crossover trend. In 1975, she sewed two men's athletic supporters together and created the first Jogbra for women to wear while jogging.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)