Friends Keith Peterson and Jonathan Schwartz have teamed up to launch a sportswear line for women, Splits59, rooted in the idea that performance apparel should be stylish and transition to streetwear.

The brand made its debut in a new flagship in Brentwood, Calif. The Los Angeles suburb, where jogging trails line the main streets and yoga mats are a trendy accessory, echoes the spirit of the athletic-urban line. It will try to compete with the likes of Adidas by Stella McCartney and other athletic companies that target a fashionable demographic.

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