Madewell is moving into the activewear space — well, sort of. The J. Crew-owned retailer has teamed up with Outdoor Voices to create a fresh take on the lifestyle brand's popular OV Kit this spring. After all, it can be difficult to actually do things in jeans.
Both popular among the Instagram-Storying brunch bunch, Madewell and Outdoor Voices have built their brands around easy-to-wear materials and embodying the idea of comfort and style during everyday adventures. And their collaboration takes those same ideals to loftier heights with kits that are available in tonal rose, grey and slate colorways.
"We're excited to partner with such a fun and reputable activewear brand like Outdoor Voices," said Madewell's Head of Design, Joyce Lee, in an official statement. "Going forward we will continue to serve as a destination for our customers to discover new products from brands we love across different categories, activewear being one of them."
The retailer already offers an assortment of yoga-friendly leggings and sports bras from brands like Splits59 and Lively, along with loungewear staples from sportswear giants like Champion and Adidas, but the decision to partner with Outdoor Voices to create its own workout wares is a smart (and likely profitable) business move. The activewear market is booming, particularly among athleisure, which according to NPD Group, will grow faster than any other apparel sub-category and surpass $31 billion in sales by 2022.
The three-piece Madewell x Outdoor Voices kits contain a scrunchie, a signature, color-blocked OV racerback crop top and high-waisted 3/4 warmup leggings. The top and matching leggings are made using a textured compression fabric that is engineered to sculpt your shape while camouflaging and wicking sweat. The pair also worked with Austin-based artist Emily Eisenhart on an exclusive wave motif that appears on a T-shirt, tote and sweatshirt.
With individual pieces ranging from $9.50 to $79.50, the Madewell x Outdoor Voices kits will be available starting Tuesday at Madewell and Outdoor Voices shops across the country and online at madewell.com.
Shop every piece from the Madewell x Outdoor Voices kits in the gallery below.
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