Dick’s Sporting Goods is launching a new men’s apparel brand – and that would be more to do with LuluMon than Nike or Under Armor.
The new “athlebiking” label, VRST, is the second proprietary brand – following Kaliya for women by Carrie Underwood – to be sold exclusively at Dick’s stores. And like Calia, it will not only be about high-performance, moisture-laced clothing, but will also include more casual, casual looks.
The line will be offered in 400 of Dick’s 728 stores in the US in the coming weeks, and includes commuter pants, joggers and shorts as well as tees, hooded sweatshirts and quarter-zip, priced from $ 30 to $ 120 Till then.
Chief executive Lauren Hobart said VRST is “very different” from the products it carries to its stores from its vendor partners, including Nike, Under Armor and Adidas, all of whom are launching their own proprietary brands.
On March 9, Hobart said on Earn’s call, “You can think of it as replacing the Kalia version on the men’s side, which our current allies don’t have.”
Senior Vice President of Product Development said, “VRST not only provides sophisticated performance apparel for walking and training, but also provides comfortable, stylish pieces with premium fabrication that can be worn around the city. Nina Barzesteh .
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