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Can Tapered Fits and Fabric Science Improve Under Armour’s Sales?

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Under Armour is taking its men’s style quotient up a notch next season, with fitted tops and tapered bottoms designed to easily transition from sweat session to street.

“In the past, everyone knew Under Armour as a loose-fit brand but the new direction is fitted and you’ll see that now through fitted tops and shorter inseam shorts,” John Canale, design director for men’s training, told Sourcing Journal at the brand’s Spring/Summer ’17 press preview in New York City on Thursday. “So we’ve raised the inseam and tapered things in but we’re still focused on mobility and comfort. We’re just modernizing the fit.”

Read more at Sourcing Journal.

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