Under Armour launching premium clothing collection
Tim Coppens’ first collection for Under Armour has propelled the sportswear brand into the premium market.
Known for its sporty offerings, favoured by athletes around the world, the U.S. brand is moving into a different market with the new UAS line. As well as being technologically infused, UAS provides customers with sharper looking clothes, footwear and accessories.
“The categories you wouldn’t expect Under Armour to go are where we spent a lot of time,” Ben Pruess, Under Armour’s senior VP of sportswear, said, reports Vogue.
“It’s not common for a sports brand to go into suiting, chinos, and oxfords, but those are basic items that aren’t going anywhere. They just needed a fresh take.”
Executive creative director Coppens wanted to strike the right balance between sporty and casual with his designs, which will be officially unveiled during New York Fashion Week on 15 September (16).
UAS will no doubt further fuel the trend for smarter sportswear, which has been seen on countless catwalks and celebrities in recent months.
“There are athletic references and functional elements in the clothes, like magnetic closures and bonded seams, but this isn’t athleisure,” Coppens explained.
Adding another layer to the looks is the cutting edge technology used, including chinos in a water-repellent fabric, leather boots with tyre-tread soles and a down coat with zero stitches making the silhouette sleek and sculptured.
Price points for core pieces will range between $129 (£99) to $299 (£229), though one jacket will retail for $1,500 (£1,152). Other high price items include the men’s sports coat and the women’s rugby trench coat.
Items will be available to buy immediately after the New York presentation.