The premium line will be called Under Armour Sportswear
A collaboration between sportswear brands and fashion designers seem to be inevitable these days. Case in point: NikeLab and Riccardo Tisci. Also don’t forget NikeLab and Oliver Rousteing.
And now Under Armour, which just opened its first and second stores in Jakarta, Indonesia earlier this year, recently announced that it’s going to work with fashion designer Tim Coppens. This collaboration, though, is going to be a long-term one. The American activewear brand has assigned the Belgium-born designer to head its new range, which will be called Under Armour Sportswear (UAS).
Despite the “sportswear” in its name, the new premium line is anything but. To Business of Fashion, Ben Pruess, Under Armour’s senior vice president, says that UAS is “built for life,” and not just for mere sports. “It’s not activewear. It’s not athleisure,” says Pruess. “It’s very specific to this idea of young, ambitious, new generation of clothing.”
To conclude, UAS is the ultimate embodiment of form meeting function. The pieces will look and feel as good. “You get the aesthetic you are looking for,” says Pruess. “But inside, it has comfort, has cushioning, and has all these things an innovative brand would do.”
Pruess also tells BOF that the line will be available at Under Armour flagship stores in Chicago and New York, a new upcoming site and select department stores. We’ll just have to wait and see whether or not it’s going to reach Asia.