Outdated Navy, searching for to seize a better share of the hotly contested activewear market, has launched a set rooted in a brand new fabrication that’s been beneath growth for 3 years.
The StudioSmooth assortment was launched Tuesday on-line and in all Outdated Navy shops, with 10 ladies’s types together with leggings, bras, tops, a skort, biker shorts, athletic costume and full zips. Costs vary from $24.99 to $59.99.
The StudioSmooth material is a mix of 82 p.c nylon and 18 p.c spandex, offering what Outdated Navy executives describe as “a buttery-soft really feel with mild compression.” They preserve that StudioSmooth is akin to dearer leggings within the class, however provided at a fraction of the value.
“The Outdated Navy StudioSmooth assortment marks an vital step ahead in our growth throughout the energetic class — three years of growth, testing and refinement by our proficient group dropped at our buyer at an distinctive worth,” mentioned Horacio Barbeito, president and chief government officer of Outdated Navy, in a press release offered to WWD.
“As a top-five participant within the $70 billion energetic market, Outdated Navy is properly positioned as a go-to vacation spot for the entire household,” Barbeito added. “Our prospects need extra from us in activewear, and we’re dedicated to delivering in new and progressive methods. This launch is only the start.”
In an interview with WWD final June, Barbeito mentioned Outdated Navy has a technique “to present extra room to classes which were rising quicker than the typical. Lively is an instance.”
Outdated Navy is the biggest division of Hole Inc., having generated $2.2 billion in gross sales in the course of the third quarter of 2024, and $8.2 billion in gross sales for all of 2023. Outdated Navy is on a course to realize $10 billion in annual quantity, although there’s nonetheless a methods to go. Hole Inc. additionally operates the Hole, Banana Republic and Athleta manufacturers.
StudioSmooth was crafted by Outdated Navy material specialists, designers and “real-world” put on testers — a group led by Sarah Holme, head of design and product growth at Outdated Navy.
Within the following e-mail Q&A, Holme discusses what went into the event of StudioSmooth, its attributes and Outdated Navy’s activewear alternative.
Sarah Holme
Lindsey Denman Images
WWD: Why did it take so lengthy to develop the brand new material? Is three years an uncommon stretch of time for material growth?
Sarah Holme: StudioSmooth went by many iterations to fulfill our excessive requirements for high quality and efficiency, with every spherical requiring growth and put on testing. Sometimes, a brand new product takes round six months to a yr to develop. With StudioSmooth, we required an extended timeline given the specificity of the material we got down to create. Three years later, we’ve designed a line that places our greatest foot ahead and provides prospects the prime quality they’re on the lookout for at an accessible value level we’re pleased with.
WWD: What are the important thing traits of StudioSmooth and the way does it evaluate to different energetic merchandise at Outdated Navy?
S.H.: StudioSmooth provides a light-weight compression that’s meant to have a weightless really feel on the physique. Made with 82 p.c nylon and 18 p.c spandex, it’s designed to really feel extremely snug whereas carrying it, but it surely’s nonetheless a excessive efficiency material. As compared, PowerSoft provides medium compression that basically holds you in for a supportive match, made with 77 p.c polyester and 23 p.c spandex. PowerSoft is designed for high-impact exercises, whereas StudioSmooth is designed particularly for decrease impression exercises and on a regular basis actions.
The StudioSmooth look.
Courtesy picture
WWD: Does StudioSmooth symbolize a better value level for Outdated Navy?
S.H.: No. A part of the rationale we spent three years designing StudioSmooth is our dedication to accessibility. A comparable legging from one other model is bought at greater than double the value of StudioSmooth, but it surely was vital to supply that very same prime quality to our buyer for an reasonably priced value. We didn’t sacrifice any particulars — like elevated merrow sew or a drop-in again telephone pocket — in keeping with way more costly rivals. To make it potential, we leveraged long-standing relationships with our distributors, mixed with our scale, to strike this particular stability of high quality, fashion and worth.
WWD: What are the top-priced and lowest-priced StudioSmooth objects?
S.H.: The athletic costume prices $59.99, and the racerback sports activities bra prices $24.99.
WWD: Describe how the product was put on examined.
S.H.: The StudioSmooth product was put on examined for issues like stretch, restoration, washing and pilling to make sure it withstands all of the actions that our buyer is doing. We had quite a lot of enjoyable with the method, together with internet hosting a yoga class in our headquarters led by our senior designer who can be a registered yoga teacher. The response was wonderful.
WWD: Is there a distinction between a “real-world” put on tester, used within the testing course of, and a put on tester?
S.H.: We put on check with group members and prospects. This provides us a various set of suggestions from individuals who perceive garment building and material, and prospects who want the product to work seamlessly into their on a regular basis lives.
WWD: What are some key StudioSmooth types for spring?
S.H.: The high-waisted StudioSmooth 7/8 leggings are a private favourite and I believe they are going to shortly turn out to be a buyer favourite. The colour vary is expansive, with six shades which might be excellent for spring. Your entire line is designed to be combined and matched, together with staple silhouettes like leggings in addition to extra trend-forward types like the sunshine assist StudioSmooth crop prime. Our buyer at all times loves an energetic skort or costume, so we’ve included each within the lineup.
WWD: What has been promoting greatest in activewear at Outdated Navy just lately?
S.H.: Our PowerSoft franchise is one in all our bestselling activewear strains. We just lately launched a brand new iteration that individuals are loving: PowerSoft Sculpt. These supply compression in a peachy-smooth, sweat-wicking material, with a contoured waistband that holds you in for additional assist.
WWD: What was the final vital material innovation of Outdated Navy?
S.H.: We’re continuously seeking to evolve our franchises throughout the enterprise. PowerSoft has been our most profitable efficiency legging, and it’s turn out to be a staple because the number-one bestseller within the class. StudioSmooth builds on that success, with a brand new expertise for our buyer.
WWD: What’s new within the activewear class at Outdated Navy, style-wise?
S.H.: We at all times need to supply an excellent mixture of basic items with extra trend-forward silhouettes just like the StudioSmooth cinched crop prime, and the jacket — in recent spring colours.
WWD: In activewear, what makes Outdated Navy completely different from the competitors?
S.H.: Outdated Navy delivers prime quality activewear at a terrific worth. The feeling and the expertise of carrying this assortment is what we’re most pleased with. My group at all times talks in regards to the confidence of feeling good in what you put on — to me, that’s luxurious.