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Abercrombie & Fitch Moves Into Athleisure

Abercrombie & Fitch is taking the next step in its reinvention this week as it premieres an athleisure line.

According to Racked, the collection is aimed toward a slightly older, college-age demographic, though the logo, which had been targeted for a phase-out, remains featured on many of the designs. Images on the brand’s Instagram account show more mature designs, including a midi dress, a vintage-inspired sweatshirt and a slouchy turtleneck. The line will debut in stores and on Abercrombie’s website on July 29 with prices from $15 to $160.

A press release distributed to Racked stated: “The collection is a nod to the brand’s athletic heritage, featuring sporty items that can be dressed up or down including cropped fleece tops, structured leggings, tanks with mesh inserts and ribbed jersey dresses.”

The athleisure line is the latest in a series of publicized moves by the company to rebrand, including removing racy advertising from its stores and shopping bags, lowering prices and providing better customer service.