Abercrombie & Fitch launches activewear brand YPB
U.S. apparel retailer Abercrombie & Fitch
Dubbed ‘YPB’, which is an acronym for ‘Your Personal Best’, the brand aims to empower customers for activities ranging from sprinting to stretching, and lifting to lounging.
It launches with a collection of fashion-forward, yet functional activewear and accessories for men and women. It features squat-proof and breathable bottoms, performance tops with four-way stretch, sweat-wicking and anti-odor elements, studio outer layers with fashion detailing like cutouts and straps. YPB’s styles are available in XXS-XXL with additional options for long and short lengths.
To create the collection, designers spent hundreds of hours conducting fit research on models across genders, sizes, shapes and heights to ensure fit. Additionally, YPB’s team held focus groups with customers and key fitness and lifestyle influencers to gain their perspective on what they and their followers were missing from the activewear world, to refine design and details like pocket angles and drawstrings.
“We’ve been dedicated to outfitting our millennial consumers for every part of their lives, whether they’re traveling, 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,” said Kristin Scott, global brand president at Abercrombie & Fitch Co.
“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.”
The collection is now available at www.abercrombie.com and in most North American Abercrombie & Fitch stores.
