NEW YORK — The ath-leisure category has another new addition: Elie Tahari Sport, which will launch this spring.
This story first appeared in the December 8, 2014 issue of WWD. Subscribe Today.
“It’s not a trend — it’s a movement, a way of life,” Tahari said of the ath-leisure movement. “People want great activewear, not just to go to the gym or to hang out on a Saturday afternoon. They go to work, to dinner, with it now. If you go to a restaurant and you look around, I used to count 90 percent jeans. Now, that’s changed — it’s leggings.”
The latter, in pinch-pleated terry, is one item featured in the lineup of 25 styles, which also includes jackets and cashmere fleece hoodies with bonded mesh trim. The suggested retail prices range from $68 for a T-shirt to $350 for a mesh cape.
The line has its own logo and hangtag and is marketed separately from the designer’s Collection line. It will be presold at elietahari.com on Jan. 5 for shipping in late February, when it also will launch at Elie Tahari stores and wholesale accounts, such as Saks Fifth Avenue, Bloomingdale’s, Bergdorf Goodman and Neiman Marcus. Tahari said the line is being sold in a perpetual way: “We ship it to stores, and they reorder when they sell something,” he explained. “It’s an automatic reorder in the system.”
The designer did not disclose sales projections for the line, although executives at the firm consider it to be an aggressive launch as well as a new facet to enhance the Tahari lifestyle.
“It’s about feeling luxury,” Tahari said of the Sport launch, “but dressing down.”