- Kristopher Fraser
Kenzo is taking their dive into the athleisure market. The brand
has launched a new athletic wear line for men and women respectfully titled
Kenzo Sport. Although this is Kenzo’s first official sportswear launch, the
brand is no stranger to athletic wear.
Kenzo became one of the most sought after luxury brands after Katy Perry
wore one of their logo sweatshirts. This more specific sportswear line
focuses more on technical fabrications that would be appropriate for
fitness activities. The new line, designed under the vision of creative
director Felipe Oliveira Baptista features a new X logo, a striking
difference from the brand’s signature tiger logo.
Kenzo Sport will drop collections seasonally with current pieces
including logo jersey T-shirts, polyester fleece sweatshirts, cotton blend
jacquard monogrammed jumpers and joggers, technical nylon outerwear and
jogger sets. The price point for the collection ranges from 125 dollars to
Fashion brands might be working to combat the economic effects of the
coronavirus pandemic, but sportswear and athleisure is still a sweet spot.
As customers have less of a need for formal wear, clothes that they can
lounge around at home in or comfortably wear to a zoom meeting are still in
demand.The global athleisure market is still projected to grow to 257.1
billion dollars by 2026 according to Research and Markets.
photo: via kenzo.com