February 2, 2015
PETALUMA, CA – February 2, 2015 – Athleta is pleased to announce its first ever designer collaboration in partnership with Derek Lam 10 Crosby to launch a lifestyle collection that transcends the gym for all day style.
With the rise of the athleisure trend and growth of the women’s active wear category, Athleta and Derek Lam 10 Crosby saw an opportunity to create a collection that incorporates Lam’s aesthetic of minimal designs and feminine sensibility with Athleta’s incredible performance fabrics and fitness expertise.
Launching in stores in September 2015, the brand collaboration will span the length of three delivery seasons encompassing Fall 2015, Winter 2015 and Spring 2016.
“We’re excited to collaborate with partners who share Athleta’s passion for fitness and style and understand that the modern woman lives her life on-the-go,” said Nancy Green, President, Athleta. “Versatile clothing with elevated style that takes her throughout the day is incredibly important to our customer. Derek Lam 10 Crosby is the right brand to expand Athleta’s offerings.”
“Our customer leads a very active lifestyle,” said Derek Lam. “Fitness is very much a part of it and we always strive to create clothing which works in her life. Athleta’s expertise in performance fabrics and fibers has offered us a really exciting opportunity to create a collection which complements perfectly what we do for Derek Lam 10 Crosby.”
“Liz Giardinia, VP of Design for Derek Lam 10 Crosby, who has been working with me very closely on this project, is the perfect inspiration and embodiment of that woman,” said Lam.
Added Green: “Athleta products are designed by women athletes for women athletes. Liz is the perfect designer to uphold that value. She is passionate about fitness and constantly seeks out the hottest new workout to fuel her day.”
The first brand collaboration collection will feature Derek Lam 10 Crosby signature details including 2-in-1 styles and color blocking while incorporating a mixture of Athleta performance fabrics. The collection will include leggings, shorts, dresses, jackets, sweatshirts and custom designed sneakers. The collection will be sold online at www.athleta.com and select Athleta stores as well as the Derek Lam 10 Crosby boutique located in New York City’s Soho district.
Athleta has been the premier fitness apparel brand exclusively for women since 1998. With female athletes as its designers, Athleta creates versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Offering products that move with her throughout the day, Athleta strives to help her look as amazing as she feels. Athleta offers apparel and gear for a range of activities from yoga and spin to strength training and run as well as seasonal sports, including ski and tennis. Athleta apparel is sold in retail stores across the country and online at www.athleta.com.
ABOUT DEREK LAM
Derek Lam is a leading New York fashion designer known for his modern approach of blending minimal designs with feminine sensuality. The label’s acclaimed runway collections are defined by Lam’s distinctive take on luxury, anchored in the tradition of classic American sportswear.
Derek Lam International, LLC was founded in New York by Derek Lam and partner Jan-Hendrik Schlottmann in 2003. Lam began his fashion career in 1990 after graduating from Parsons School of Design. He spent twelve years at the highest levels of American fashion as a designer at Michael Kors before starting his own label. In 2006 the collection expanded to include handbags, followed by shoes and eyewear in 2007. In 2011, capitalizing on the strength of the main collection while adding a downtown element, the company launched the more accessible 10 Crosby Derek Lam line which quickly became a success in the contemporary market.
Lam has received abundant recognition within the fashion industry. He won the CFDA Perry Ellis-Swarovski Award for Emerging Talent in Womenswear in 2005, and was a winner of the Vogue/CFDA Fashion Fund Prize in 2005. In 2007, he won Accessory Designer of the Year at the 2007 CFDA Awards.