Amazon Is Takes The Field

I often voice my theory that Amazon is slowly taking over the world. The powerhouse claims one more market demographic after another and this time they are taking the field with the release of their activewear clothing lines. They have already claimed the title as the biggest US clothing retail online and projected to become the biggest clothing retailer in 2017 period – surpassing all brick and mortar, department stores, and retail giants.

Amazon made their foray into private-label sportswear market, hand-in-hand with their successful sub-brand model. The e-commerce giant felt the need to add apparel as an effort to fill in gaps in its fashion lineup offerings, rather than counting on big sports brands to offer their merchandise.  Amazons regular men’s and women’s fashion sub-brands include  Lark & Ro, Scout + Ro, Franklin & Freeman, James & Erin, Society New York. Also included are Amazon Essentials, Good Threads, and Buttoned Down which are only available to Amazon Prime members. Activewear additions include Peak Performance which was quietly released in October. Goodsport and Rebel Canyon were launched earlier this year. All of the activewear brands are reserved for Amazon Prime members only.

Here is what you can expect from each of the brands aesthetically:

Peak Velocity– The most expensive of the three activewear brands. This is premium men’s activewear. Performance sweatshirts and sweatpants with features like moisture-wicking and stretch. It has two lines: “Quantum Fleece” which the website says is “built for work,” and “Metro Fleece,” which is higher-priced and “built for every day.” (Think Nike and Under Armour;

Rebel Canyon– Men’s and women’s streetwear/athleisure clothing, a lifestyle streetwear take on sportswear;

Goodsport– Men’s and women’s low-price traditional performance workout gear with tops, bottoms, and outerwear. (Think Champion and budget activewear brands).

 

Sticking to their sub-brand standard, which removes any indication that these are actually “Amazon” brands, disassociated the labels with the brand entirely. This doesn’t discount the quality. All three sub-brands are using the same manufacturer as the market’s top players. Im looking forward to putting these brands to the test and see how Amazon holds up on the field.

What’s next for the Amazon sportswear space? Some of the trademark filings suggest the brand could expand into athletic bags.

Kappa’s Tracksuits Keep Trending

Remember that Italian sportswear brand Kappa? The iconic soccer/football tracksuit has made a comeback in the last few seasons and has returned with an updated look for the Spring/Summer 2018 collection.

Screen Shot 2017-11-20 at 11.47.00 PM.png

Kappas trademark tracksuit is a focal point of the collection which features their iconic logo – boy and girl sitting back to back. The emblem, associated with the 80’s and 90’s when Kappa was a big player in soccer apparel. But the brands’ logo represents something greater than an ode an era.  This symbol represents equality. An issue at the forefront in the daily battleground in news, polls, and the struggle to make this basic human right a real-life reality. This brand carries a good message and wearing something that represents such a powerful message doesn’t just speak to a trend but a purpose. Something I can sport and support, something I want to put on and show off.    Aside from making a powerful statement, the collection itself is a standout. Here are some images to hold you over until the collection drops next year.