Fabletics, El Segundo, Calif., introduces Lounge, a new category that applies the best of Fabletics activewear to loungewear.
Launched on Sept. 1, Fabletics Lounge redefines comfort one fiber at a time with a debut 17-piece collection that offers effortless styles and endless combinations, according to the company.
“At Fabletics, we design with our members in mind and there has never been a category more in demand than loungewear,” says Felix del Toro, chief merchandising, and design officer at Fabletics. “We love evolving alongside the needs and lifestyle of our customers, which is why we are so excited to bring them Fabletics Lounge, a category that is truly made to be lived in. Every month we will introduce new collections with feel-good and stylish essentials that we are sure our customers will never want to take off.”
The Fabletics Lounge debut collection include sets, coordinates, separates, and robes, which were designed to mix and match. Core to the category is an emphasis on premium and performance fabrics. Premium fabrics woven throughout the collection are ultra-soft and light weight, including a cloud-like rib knit, buttery materials and cozy organic cotton, according to the company.
“The opportunity ahead for loungewear is massive,” says Adam Goldenberg, CEO, Fabletics. “We have the best talent to take advantage of this surging trend, applying performance materials to a category that isn’t going anywhere. As experienced fashion disruptors, we’re confident FableticsLounge will soon be a new category leader.”
The 17 different styles in the collection offer seven color choices and seven premium fabrics including washed tricot, cotton flex,
Tech Terry’s, and structured fleece. Like the Fabletics collection drop cadence, new Lounge collections will be released monthly featuring entirely new styles and fabrics. — D.S.
