Athleta expands into intimate apparel
US sports brand Athleta, owned by parent company Gap, has celebrated the launch of its new intimates category by unveiling Rituals, a line of comfort-focused underwear made using technical fabrics with wicking properties.
Available via the company’s e-commerce site from September 20, the range consists of two bras and three brief styles in a variety of colours.
Wear-tested by over 100 women, Athleta described the collection as designed for enhanced support and ease of movement, intended to prevent discomfort from digging, rolling or chaffing.
The brand’s chief product officer, Felix del Toro, called Rituals both “a base wardrobe layer” and “beautiful, versatile and inclusive”. Briefs are available in sizes XXS to 3X, while the t-shirt bra caters to sizes B to G and the adjustable strap style comes in cups A-DD.
Image: Athleta.
