Lucy, a performance apparel company for active women, made a foray into denim with its Lucy Indigo line, which is styled like denim but constructed like activewear.
“We knew from what our customers were buying and what we, as a team of active women, were missing in our own closets that there was a huge opportunity to create a new category of active-ready fashion,” said Laurie Etheridge, president of Lucy. “Denim has been such a staple for women for so long, but now that activewear has gained so much of our closets, it’s hard to give up the incredible comfort and performance it delivers.”
Lucy’s heritage as a style-focused activewear company encouraged it to respond to an active female customer base that is increasingly reluctant to choose between comfort and fashion.
“Drawing on insights based in neuroscience and vision science, we set out to create something truly new in women’s fashion,” said Etheridge. “As the needs of today’s active woman continue to evolve and span all facets of their lives, Lucy is front and center using the latest technology to ensure we’re delivering what they need, when they need it.”
