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NEW YORK — Under Armour, the king of compression, has unveiled its latest technological innovation, ClutchFit, a new fabric that is being described as a “second skin.”
This story first appeared in the May 29, 2014 issue of WWD. Subscribe Today.
ClutchFit, which has an hourglass design, responds to movement and activates under pressure, and will be featured in products ranging from footwear to apparel this fall.
At a presentation at its new New York City offices on Wednesday, the company said the material was developed at its Innovation Lab in Baltimore and provides support by wrapping the body or foot for enhanced feel and fit.
Although the focal point for ClutchFit will be footwear for sports like soccer, football and baseball, it will also be featured in apparel.
Justin Dorr, product line manager for men’s training apparel for Under Armour, explained that unlike a rubber band that gets more narrow as it stretches, ClutchFit actually expands as it stretches out. “Most fabrics bind and bunch when you move, which causes restriction. Under Armour’s exclusive UA ClutchFit pattern opens up, expanding under pressure for freer athletic movement,” the company explained.
“It’s compression but it moves with you and provides the best range of motion,” Dorr added.
ClutchFit will be available in four men’s base layer pieces: short-sleeve and long-sleeve shirts, shorts and leggings. It will launch in August or September and will retail for $69.99 for the short, $74.99 for the short-sleeve T and $79.99 for the legging. Dorr said the product will be available at Under Armour stores, as well as sporting goods retailers and other “top-tier performance stores.”
He said the product will be merchandised in a box — a first for the brand — with the brand attributes explained on the packaging.