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Mother Denim Steps Into Elevated Loungewear

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Loungewear is slated to be one byproduct of 2020 that will ride on for years to come, and Mother Denim is jumping onboard.

With a new collection scheduled to drop this spring, the Los Angeles-based jeans brand ventures into loungewear with Move It, a collection of women’s heavyweight sweatpants, sweatshirts, shorts, T-shirts, tanks and socks categorized as “movement wear.”

“This collection is all about celebrating movement,” said Tim Kaeding, Mother’s creative director and co-founder. “Whether subtle or fervent, there is beauty in each change of state.”

The Move It line includes 29 mix-and-match items available in soft tones that “represent the horizon from dawn till dusk.” The muted color palette includes moonstone, jasper, citrone, sapphire, quartz, onyx and diamond, with styles punctuated by contrasting drawstrings in sweatpants and sweatshirts.

Mother’s emphasis on movement is a new twist on the loungewear category, which shows no signs of slowing. A recent report from retail analytics firm Edited indicates loungewear is increasing in popularity, despite the worst of the pandemic seemingly in the rearview mirror. The positive projections have encouraged a slew of loungewear and activewear lines from denim brands such as Levi’s, Lucky Brand and, most recently, Citizens of Humanity, which also opted for elevated sweats in a palette of neutrals.

The Move It collection will retail for $95-$188 and will be available exclusively on the Mother website beginning in May. It will be available for wholesale in the fall. To promote the online launch, sweatshirt orders will include a “pony up” scrunchie and bottoms orders will include a pair of “move it” shoelaces to further encourage shoppers to get moving—even if it’s only to the couch.

Despite its foray into loungewear, Mother is still committed to the category its best known for. In February, the brand launched “60% Mother,” its first-ever capsule collection produced with pre- and post-consumer waste and handmade in Los Angeles. It marks the first in a series of upcoming collections that it will launch featuring reused and recycled materials.

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