Abercrombie & Fitch launches into activewear with new sub-brand
Abercrombie & Fitch has launched a new activewear sub-brand with a collection of "fashion-forward" and functional sportswear for men and women.
The new YPB brand, an abbreviation of Your Personal Best, features squat-proof and breathable bottoms, performance tops with sweat-wicking and anti-odor elements, studio outer layers and trending fashion items.
Designers conducted fit research on models across different genders, sizes, shapes and heights to ensure pieces delivered on presentation as well as performance. The new styles are available in XXS-XXL, with additional options for long and short lengths.
Kristin Scott, Global Brand President at Abercrombie & Fitch Co, said: “We’ve been dedicated to outfitting our millennial consumers for every part of their lives. Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs. We’re laser-focused on listening to our customers and they were clear. They're looking for fashion-forward activewear that actually performs, looks good and combines quality with value. YPB delivers on all of that, while also providing the comfort and attention to detail that our customers expect from us.”