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Abercrombie & Fitch jumps into activewear with launch of new sub-brand

Abercrombie & Fitch has launched a new activewear sub-brand called YPB. With YPB standing for Your Personal Best,  the collection features fashion-forward functional activewear and accessories… View Article

FASHION RETAIL NEWS UK

Abercrombie & Fitch jumps into activewear with launch of new sub-brand

Abercrombie & Fitch has launched a new activewear sub-brand called YPB.

With YPB standing for Your Personal Best,  the collection features fashion-forward functional activewear and accessories for men and women.

Items include a range of “squat-proof and breathable” bottoms and performance tops with four-way stretch, sweat-wicking and anti-odour elements. The styles are available in sizes XXS to 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, whether they’re travelling, brunching with friends or celebrating a wedding, for example. Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs.”

Abercrombie & Fitch said its designers spent hundreds of hours conducting fit research on models across genders, sizes, shapes and heights to bring the collection to life. The project also involved holding focus groups with customers and key fitness and lifestyle influencers.

Scott added: “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.”

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