One of Under Armour's top designers described his aesthetic as 'ghetto'
"I talk a lot about craftsmanship in what we do. The way we build our studio, the way we build our desks, the way we set up our events space," Coppens said on stage in an interview with WWD Style Director Alex Badia at the Summit. "There's also a little bit of ghetto in it."
"Ghetto?" Badia asked.
"Well, I call it 'ghetto,' but it's like a rough edge," Coppens said. "It's a roughness, but it's a very considered roughness."
"It's an art installation," Badia said.
"It's artisanal," Coppens said.
Coppens was tapped in January 2016 to lead the design of Under Armour's new high-end sportswear and lifestyle apparel division, Under Armour Sportswear. He was tasked with taking the aesthetic from his own line and mixing it with sports-inspired designs.
The line is based less on high-performance sportswear and more on sports-inspired everyday clothing that can be worn casually. It has been criticized for offering more outlandish looks at a higher price point than its athleisure peers, though the newer UAS products are more in line in terms of style and price.