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Net-a-Porter plans to flex its fitness fashion muscle


Net-a-Porter will expand their fitness fashion department later this year—with dozens of brands and exclusive styles.
net-a-porter-fitness
Current fitness looks from Net-a-Porter: Adidas by Stella McCartney at left and top right; Lucas Hugh at bottom right. (Photos: Net-a-Porter)

 

Net-a-Porter, the fashion destination known for spearheading high-end shopping online, plans to launch a category dedicated to fitness looks later this year, WWD reports.

The retailer already carries chic fitness fashion lines such as Adidas by Stella McCartney and Lucas Hugh among its Saint Laurent dresses and Lanvin flats, and will debut a new collection featuring several dozen brands (including some exclusive styles), geared towards “yogis, spinners, and runners,” reports say, “or for women simply smitten with the sporty look.” (Redemption is finally here for those early adopters of yoga pant street style!)

Net-a-Porter is just one of several online retailers making space for stylish Spandex. Earlier this year, Shopbop.com collaborated with SoulCycle on a line of scull-adorned, neon-splashed looks. It also carries PrismSport, Koral Activewear, and more.

The move of these online retailers into fitness is fashion terrain carved out by Carbon38—a pioneer in the sweaty style space with a mission “to elevate fitness to the level of high fashion.” The site launched just last year and curates pieces from coveted up-and-coming and international brands such as Vie Active and Slog, and as well as hot brands without their own stores, such as Pheel and top-selling Michi.

All this online sweat equity is supported by demand: In 2013, activewear sales in the U.S. grew 9 percent, while total apparel was up just 1 percent, according to market research firm, The NPD Group.

And with designer sneakers on the runway at Chanel, Isabel Marant wedges on every sidewalk (yes, still), and luxe sweatshirts you can wear to dinner with your 3.1 Philip Lim track pants, soon spying fitness fashion outside the gym won’t raise an eyebrow. Just our heart rates. —Molly Gallagher

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