// Abercrombie & Fitch launches a new activewear brand YPB
// To create the collection, designers spent hours conducting fit research on models across genders, sizes, shapes and heights to ensure fit
Abercrombie & Fitch has announced the launch of its all-new activewear sub-brand YPB — which stands for Your Personal Best.
The brand aims to empower shoppers for activities ranging from sprinting and stretching, to lounging with functional yet fashion forward activewear and accessories for men and women.
Items in the range including squat-proof and breathable bottoms and performance tops with sweat-wicking features and all are available in XXS-XXL with additional options for long and short lengths.
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To create the collection, designers conducted fit research on models across genders, sizes, shapes and heights to ensure fit.
YPB’s team also held focus groups with customers and key fitness and lifestyle influencers to gain their perspective on what they and their followers were missing from the activewear world, to refine design and details like pocket angles and drawstrings.
“We’ve been dedicated to outfitting our millennial consumers for every part of their lives, whether they’re traveling, brunching with friends or celebrating a wedding, for example. Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs,” said Kristin Scott, global brand president at Abercrombie & Fitch Co.
“We’re laser-focused on listening to our customers, and they were clear: They’re looking for fashion-forward activewear that actually performs, looks good and combines quality with value. YPB delivers on all of that, while also providing the comfort and attention to detail that our customers expect from us.”
The collection is available on its site and in most North American Abercrombie & Fitch stores.
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