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Outdoor Voices launches its first running edit—and an interactive app to match


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Photo: Instagram/@outdoorvoices

When Outdoor Voices launched in early 2014, its mission was clear and simple: to make clothing for doing things. And now, having perfected the clothes necessary for you to do all things (walk your dog, go for a hike, sit on the couch), the brand is honing in on running wear for the first time in a new collection—and it’s simultaneously launching an augmented reality (AR) shopping app.

You can virtually shop the nine-piece edit by using Outdoor Voices’ new app, the OV Trail Shop.

Though the running collection is technically available online and in stores tomorrow, April 25, today users can virtually shop the nine-piece edit by using Outdoor Voices’ new app, the OV Trail Shop, an interactive online store, according to Glossy. Here’s how the app works: Outdoor Voices has activated running trails in its “favorite recreational destinations,” which includes more than 20 cities nationwide. Users have to be able to physically visit those running trails, and once there, they can use the mobile camera on their phone to view (and purchase) the pieces in the running collection via augmented reality through the app.

The new line includes Outdoor Voices’ first shoe ($140), a sneaker made in collaboration with Hoka One One, as well as running shorts and short-sleeved tops.

Tyler Haney, the founder and CEO who encourages mid-meeting jumping jacks to boost productivity, says, “Knowing that running is such a leading activity among our community, and one that’s been a huge part of my personal life, I knew it was important to develop a technical capsule designed specifically with the needs of a runner in mind.”

If you can’t make it to one of the app-activated trails today, don’t worry: The collection will be available online and in stores tomorrow.

Get ready to see more and more of OV: After J.Crew’s Mickey Drexler recently joined the team, the company announced plans to expand nationwide.

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