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Tory Burch focusing on women's activewear

FashionBy Sunday World
Tory Burch focusing on women's activewear

Tory Burch is looking to make waves in the women's activewear market.

The American designer, who is known for her preppy bohemian styles and ballerina flats, is opening a store in New York on Friday (18Mar16) to house her full Tory Sport activewear collection. The line is geared towards the woman who is active in sports but still wants clothing with a strong fashion edge.

Tory Sport, opening on Fifth Avenue in the Flatiron District, will join sporty neighbours such as Nike, Lululemon and New Balance.

The store, which gives a nod to sports throughout the decor with striped floors and blue awnings, will showcase the full activewear collection, including high-performance clothing, bags, shoes and accessories for running, tennis, swimming and golfing.

Brand co-chief executive Roger Farah believes Tory brings a feminine side to her active line, which is varies from what is already available in the market.

“Many of the major athletic brands have origins in men’s performance wear and later did women’s. They don’t start out with a women’s point of view, a feminine point of view, a fashion and design point of view, and I think Tory does,” he told WWD, adding that the brand has always been colourful, which lends itself to activewear.

Roger also shares that he sees enormous potential in Tory Sport, which was launched last September (15). “We think it could be huge. We think it can be a billion dollar business. I think it can go in more places than Tory Burch can go. There are communities, there are neighbourhoods and markets with the way this lifestyle is expanding," he said.

In addition to the new Flatiron store, Tory Sport is available online at and in a pop-up shop on Elizabeth Street as well as in many Barneys New York stores throughout the U.S.

The brand is contemplating future distribution from 2017 and hopes to have eventually have freestanding Tory Sport stores and shops-in-shop in Asia.

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