Lucy Activewear is launching a new category of clothing called Lucy IndiGO. It combines the look of jeans with the comfort and movement of workout clothes. If you think they’re just making “jeggings,” Lucy president Laurie Etheridge will quickly correct you.
“The difference is that we have digitally printed the look of jeans onto the activewear and it’s customized to the style, color and size,” said Etheridge. “It’s an entirely new category.” The company started generating the idea two years ago and is launching the product today.
Since Lucy is a part of the VF Corp. family, they were able to tap into the VF’s design science lab in California to achieve the perfect digital print. While the bottoms fit and feel like a yoga pant, they look like jeans. The shading precisely highlights the rear and the legs to mimic jeans. Etheridge said what makes them even more special is that the shading works for every body type.
There are four pants styles and one jacket with prices ranging from $128 to $148. The bottoms also come in 3 different colors. There is a flare cut, a boyfriend jean, a jogger and a running tight.
“Every piece of IndiGO can be styled like denim, but is constructed with the performance fabric that allows it to move and breathe like activewear,” she said.