Lands’ End, a multi-channel retailer of casual clothing, accessories, footwear and home products, enters the athleisure market with a line of activewear called Lands’ End Sport, which includes items for men’s and women’s surf and performance.

The three collections within the line will be Surf, Performance and Activewear.

Founder Gary Comer was notoriously passionate about staying active and passed this philosophy on to his employees in ’89 when he invested in developing the Comer Center, an 80,000-square-foot recreation facility to promote employee health and wellness at the Lands’ End corporate headquarters in Dodgeville, WI.

“I share his passion and believe in mens sana in corpore sano, which means healthy mind, healthy body,” said Federica Marchionni, CEO. “These are the words I live by, and with the launch of Lands’ End Sport, I hope to continue this spirit of health and wellness for both our employees and customers.”

“Offering products for land or sea is deeply rooted in the DNA of Lands’ End,” said Marchionni.  “Our founder, Gary Comer, was passionate about sailing and the sporting life. I am building upon his vision, taking activewear and athleisure from land to sea by introducing the new Lands’ End Sport collection featuring new product innovations that will enable our customers to stay healthy and active.”

Photo courtesy Lands’ End