The company launched the line, called &Go, on its website and in select stores this week and the product has already sold out online.
On the Lululemon website, an ad for the line reads, “You’re out the door at daybreak and moving until midnight. You don’t have time for a wardrobe that keeps forcing you to change.”
The idea is that women who are “busy living” can reasonably wear the same product to a yoga class and not have to change before meeting co-workers for drinks at the bar.
The line includes a cross-back peplum tank, casual dresses and cut-out leggings, all with the stylish look of going-out clothes. Pricing for &Go is comparable to the company’s regular line with shorts at $54, tops for $58, dresses for $198 and pants ranging between $108 and $118.
Lululemon’s description for one dress in the debut collection is, “This do-it-all dress is bike-ride, yoga-date and dance-party compatible. We added two deep zipper pockets so you can leave your purse at home.”
According to Business Insider, Canaccord Genuity analyst Camilo Lyon says the new line is proof that Lululemon is still relevant despite its recent setbacks and product flubs.
“In our opinion, it is the most progressive, fashion-forward line the company has brought to market in quite some time,” Lyon said in a note to clients on Tuesday. “We believe the strong reception to &Go could turn investor sentiment positive after months of deserved pessimism given the company’s underperformance and mis-execution,” Business Insider reported.