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Activewear Brand Lucy Launches Denim & Athleisure Line

Activewear brand Lucy announced last week the launch of their new athleisure line Lucy IndiGo. The line combines denim and athletic apparel while incorporating style and comfort.

Uniquely, Lucy uses a digital printing process to develop patent-pending contouring shading that flatters the figure and is customized by style and size.

“We knew from what our customers were buying and what we, as a team of active women, were missing in our own closets that there was a huge opportunity to create a new category of active-ready fashion,” said Laurie Etheridge, Lucy president, in a statement.

From this idea Lucy IndiGo was born. Every piece boasts a component of denim, bringing wearability to activewear in differing cuts—from trendy flare and boyfriend fit to leggings. The line also include a trucker jacket.

“Denim has been such a staple for women for so long, but now that activewear has gained so much of our closets, it’s hard to give up the incredible comfort and performance it delivers,” said Etheridge. “Now women no longer need to choose.”

The collection is available now through the company’s website, as well as at Lucy stores and select retailers.