Athleta announced its first ever designer collaboration in partnership with Derek Lam 10 Crosby to launch a lifestyle collection that transcends the gym for all day style.
With the rise of the athleisure trend and growth of the women’s active wear category, Athleta and Derek Lam 10 Crosby saw an opportunity to create a collection that incorporates Lam’s aesthetic of minimal designs and feminine sensibility with Athleta’s performance fabrics and fitness expertise, Athleta said in a statement.
Launching in stores in September 2015, the brand collaboration will span the length of three delivery seasons encompassing Fall 2015, Winter 2015 and Spring 2016.
“We’re excited to collaborate with partners who share Athleta’s passion for fitness and style and understand that the modern woman lives her life on-the-go,” said Nancy Green, President, Athleta. “Versatile clothing with elevated style that takes her throughout the day is incredibly important to our customer. Derek Lam 10 Crosby is the right brand to expand Athleta’s offerings.”
“Our customer leads a very active lifestyle,” said Derek Lam. “Fitness is very much a part of it and we always strive to create clothing which works in her life. Athleta’s expertise in performance fabrics and fibers has offered us a really exciting opportunity to create a collection which complements perfectly what we do for Derek Lam 10 Crosby.”
“Liz Giardinia, VP of Design for Derek Lam 10 Crosby, who has been working with me very closely on this project, is the perfect inspiration and embodiment of that woman,” said Lam.
Added Green: “Athleta products are designed by women athletes for women athletes. Liz is the perfect designer to uphold that value. She is passionate about fitness and constantly seeks out the hottest new workout to fuel her day.”
The first brand collaboration collection will feature Derek Lam 10 Crosby signature details including 2-in-1 styles and color blocking while incorporating a mixture of Athleta performance fabrics. The collection will include leggings, shorts, dresses, jackets, sweatshirts and custom designed sneakers. The collection will be sold online at www.athleta.com and select Athleta stores as well as the Derek Lam 10 Crosby boutique located in New York City’s Soho district.
Derek Lam is a leading New York fashion designer known for his modern approach of blending minimal designs with feminine sensuality. The label’s acclaimed runway collections are defined by Lam’s distinctive take on luxury, anchored in the tradition of classic American sportswear. He won the CFDA Perry Ellis-Swarovski Award for Emerging Talent in
Womenswear in 2005, and was a winner of the Vogue/CFDA Fashion Fund
Prize in 2005. In 2007, he won Accessory Designer of the Year at the
2007 CFDA Awards. Derek Lam International, LLC was founded in New York by Derek Lam and partner Jan-Hendrik Schlottmann in 2003.
