Browns launches women’s activewear with 33 Brands
To launch an exclusive capsule in partnership with Misbhv.
There is so much happening on the women’s activewear side that it prompted Brown’s management to cater to all those women. Browns is expanding into the activewear category and launching with 33 brands and an exclusive capsule with streetwear label Misbhv. In an effort to represent as much of the Browns audience as possible, the brand has included items that stretch far beyond the gym wear range such as performancewear for yoga, running, cycling, basketball and football.
“Brands are focusing on understanding and creating performancewear pieces geared toward women instead of just ‘shrinking it and pinking it.’ I felt that with this new category, it could really represent the whole of Browns’ audience. We’ve seen the cycling genre becoming stronger and stronger and with our global audience, basketball is big in the U.S.,” said,” said Ida Petersson, women’s wear buying director at Browns.
Browns will also be offering three exclusive styles with Misbhv that include neon bodycon dresses, other key drops include pieces from Fantabody, Adam Selman Sport and Adidas x Daneille Cathari.
Brown’s USP is styling up these performancewear pieces, so that the wearer can used them functional pieces along with having fun with them and pairing a beautiful dress with sneakers. There will also be an installation in the Browns East store, where activewear items such as a sports bra and performancewear leggings will be hung and stretched from the ceiling with neon green string. A selection of sneakers from brands like Reebok and Adidas will be displayed underneath.
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