Bonobos is jumping into the activewear craze.
The online retailer on Wednesday unveiled Good Sport, its initial move into the red-hot active sportswear market.
The company’s “modern take on gym apparel” came as a result of customer requests, according to Brad Andrews, chief merchandising officer. “We’re a digital brand, so we have a lot of interaction with customers,” he said. “We took a lot of time figuring it out.”
The result is a tight collection centered around the short, or what Andrews called “the hero item.” The Core Gym Short is available in seven- or nine-inch inseam and 11 waist sizes, from 28 to 40. It also has all the bells and whistles of performance apparel including four-way stretch and moisture-management features.
“Most other brands are small, medium, large and extra-large, but we went with waist sizes,” he said. “This brand is all about better-fitting clothes.”
Andrews said the shorts launched with complementary products including short- and long-sleeve T-shirts, a half-zip hoodie and a full-zip hoodie.
The Good Sport collection is currently the featured image on Bonobos’ home page, will be in the fall catalog which is mailing to homes this week, and will also have a presence in the company’s Guide Shops, or retail stores.
Andrews said that the initial customer reaction has been encouraging. “Sales are exceeding our expectations so far, so we’re excited and encouraged.”
He said Bonobos will likely increase the offering in the spring and summer and add more options in shorts and tops.