Universal Standard Broadens Its Reach With Performancewear Geared for Large-Size Women

GETTING IN THE GAME: Major athletic labels like Nike and Lululemon aren’t the only ones developing performance-oriented collections for large-size women: Universal Standard officially launches its first activewear collection today. Convinced that the estimated 100 million American women who are above a size 14 deserve the same workout options as their straight-sizes peers, the direct-to-consumer e-commerce company has developed GAME by Universal Standard. Alex Waldman, Universal Standard’s cofounder and chief operating officer, said, “This consumer is so consistently sidestepped in terms of quality and performance, that she is in a continual state of waiting to be taken seriously. We knew what was missing not only from the constant stream of feedback from this consumer — but from being this consumer.” With an increasing number of brands competing in the category, the sports and fitness clothing business is expected to reach $231.7 billion in worldwide sales by 2024, according to a report by Global Industry Analysts Inc. Even UFC octagon girl Arianny Celeste, an HPE Clothing fan, has gotten in the game with a new fitness app “The Ultimate Body.” Instead of fast-fashion styles like cotton leggings, oversized T-shirts and neon-colored activewear, Universal Standard has created full-length leggings, bodysuits, runner tanks and power Ts

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://ift.tt/2miUc6I