Originally published on Fashionista.com
Fashion brands have been falling all over themselves to snatch a piece of the growing market for stylish athleticwear (aka athleisure), but it's not as easy as just throwing a few leggings into a line and hoping people wear them to SoulCycle. A new collaboration between Derek Lam and Athleta, should be an example to fashion brands looking to get athleisure right.
Nancy Green, Athleta's president, met Lam after being introduced by Khajak Keledjian, the founder of Intermix. (Both Intermix and Athleta are owned by Gap, Inc.) "I wanted to do a collaboration with somebody who's a really important designer, who would understand and really get this category and this woman," Green says. "Derek understands the modern woman who lives her life on the go and he's very interested in this category." Both sides had much to learn, though, before this capsule collection — which includes both lifestyle pieces and true activewear — came together.
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