Under Armour is looking to be seen in the same light as rivals Adidas and Nike—an athleticwear brand with fashion cache—and has debuted a new high-end line of apparel and footwear to help boost its style profile.
Making its runway debut at New York Fashion Week on Thursday, the very first Under Armour Sport (UAS) collection, featured tops, bottoms, outerwear, footwear and accessories for both men and women.
Neutral hues dominate the minimal, Tim Coppens-designed collection, which features clean lines and nary a logo in sight. The higher-end positioning is reflected not only in the designs, but in the fabric choices as well, including soft merino stretch wool that is water-repellent.
Part of a see-now, buy-now strategy, the collection is available now through Under Armour’s website, and will also be sold at premium retailers including Barney’s and online at Mr. Porter.
The core of the line including chinos, oxford shirts and blazers will retail for between $129-$250, while select items, including a trench coat, are going for as much as $1,500. T-shirts meanwhile will sell for between $80-$90, double the price of typical UA branded tees which go for between $30-$40.
