Tory Burch has a new answer to Lululemon
The pop-up store is in downtown Manhattan, in place of where a former Tory Burch store existed. No traditional Tory Burch items are sold at this athletic apparel store; it's all Tory Sport. A permanent store will open up in the Flatiron district eventually.
Welcome to the shopping country club! Lululemon is known for its emphasis on yoga — stores even offer complimentary classes. Tory Sport throws tennis and golf into the mix.
Burch let New Yorkers shop and see her new activewear line during New York Fashion Week — a time when everyone has style on his or her mind.
"I just wanted it to reference old fashioned country clubs [and] thrift shop glamour. We wanted it to feel low-key and easy," Burch said to the Observer, regarding the aesthetic of the pop-up shop.
!["I just wanted it to reference old fashioned country clubs [and] thrift shop glamour. We wanted it to feel low-key and easy," Burch said to the Observer, regarding the aesthetic of the pop-up shop.](https://staticbiassets.in/thumb/msid-49006008,width-700,height-525,imgsize-957215/i-just-wanted-it-to-reference-old-fashioned-country-clubs-and-thrift-shop-glamour-we-wanted-it-to-feel-low-key-and-easy-burch-said-to-the-observer-regarding-the-aesthetic-of-the-pop-up-shop-.jpg)
Source: New York Observer
Burch told the Observer that the clothes are specifically designed for "running, yoga, tennis, some swim and golf." Additionally, "it's the idea of coming and going; what people are wearing after a yoga class, or when they go get lunch or to an airport. For me, it’s something that I’m passionate about."
Source: New York Observer
Of course, the store sells yoga pants — that's a mainstay in athleisure.
Burch explained to the Observer that the line features technology — a must-have in the competitive athleisure sector, including sweat wicking abilities and CoolMax fabric.
Source: New York Observer
But it's not cheap. Sports bras go for $60.
However, leggings are priced comparably to Lululemon's yoga pants — they run between $85 and $175.
Get familiar with the T insignia, which will likely become synonymous with the brand, just as Tory Burch's initials have become canonized by her logo.
And you can have your initials canonized, too. The store offers monogramming, in part because it's so important to Burch. "I think monogramming is so much a part of my youth and people love it," she said to the Observer. "We’re monogramming t-shirts, tracksuits and a lot of different things. And we’re also doing decals."
Source: New York Observer
Burch doesn't view athleisure as a trend. "This didn’t feel like a trend to me," she said to Vogue. "It really seemed like a change in the way women were dressing." That said, she wanted to fix some issues she saw with the genre. "I started to think, How do we make this stuff chic again? What a lot of sports brands miss is femininity, unless it’s a garish femininity in the form of exposed body parts and neon colors. I was thinking more The Royal Tenenbaums," she said to Vogue.
Source: Vogue
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