No Shrink and Pink Here
New Athleta store - the first in Texas — is a hit for stylish & athleticwomen-on-the-go
Athleta offers more than 30 yoga bottom options.
Contender skirt capri in black, $74, Athleta.com
Swim wear includes clothing with built-in SPF coverage.
The hundreds of women snaking around the new Athleta store in Town & Country Village was the first clue this opening was something big. The controlled frenzy of shoppers and lines 10-deep for the dressing rooms spoke to just how hotly-anticipated the athletic apparel store was to local women, who previously could only order items through the Athleta catalogue or online.
It also strengthened the transitional athletic-wear trend rolled out by Marc Jacobs and Alexander Wang for spring 2012, as well as lines like Stella McCartney’s who re-imagined sporty for Adidas.
Houston is the first Texas city to lay claim to Gap Inc.’s Athleta chain of stores because of its robust customer base and “fitness-minded” community, which seems to run contrary to a city deemed the fattest of them all year after year.
Houston is the first Texas city to lay claim to Gap Inc.’s Athleta chain of stores because of its robust customer base and “fitness-minded” community, which seems to run contrary to a city deemed the fattest of them all year after year.
Truthfully, the hundreds of diverse women who waited in line to get in the store were a fit bunch and many came dressed in Athleta’s clothing that’s created to go seamlessly from yoga class to the grocery store and all points in-between.
Tess Roering, Athleta’s vice president of marketing, says the clothing is designed by women, for women with lots of consideration to how women wear everything from hoodies to dresses.
“In the past the thought was 'shrink it and pink it' because athletic clothing was cut for men. Athleta is about the right cuts for women that flatter but also perform,” Roering says.
It’s often the little things that matter and the Athleta’s designers have added elements women can appreciate. Recognizing how many women pull their sleeves over their hands when it’s chilly, Athleta’s hoodies and jackets are made with foldover mitts and thumbholes.
Tanks, jackets and hoodies are designed with pockets that fit keys, phone and other items women typically take on a run or to the gym.
Sundresses are constructed with underwire support and shorts are designed to be long enough to cover what needs it, while allowing for movement. Quite a few women were sporting the Chandra Capri at the opening and the combo of a pant with shorter skirt over it was cute, functional look.
Athleta isn’t just about errand-running clothes. There are lines targeted to yoga, running, swimming, hiking, gym workouts, skiing and snowboarding, golf, tennis, cycling and triathalons. Moisture-wicking and quick drying fabrics, as well as organic cotton are incorporated into Athleta’s clothing, maximizing the performance of each piece. Surprisingly, Athleta is affordable, especially for clothing that will get repeated and frequent wear.
“We try to meet the needs of active women, so we give them the best fabric possible so if you are running or swimming or hiking it’s comfortable and breathable and still feminine,” Roering says.
“In the past the thought was 'shrink it and pink it' because athletic clothing was cut for men. Athleta is about the right cuts for women that flatter but also perform,” Roering says.
Roering says designing is a collaborative effort and that Atheleta employees walk around the office in something and test it out in their sport of choice to get an honest view of something.
Athleta also walks the talk or the Zumba, boot camp, yoga class or any other activity popular in the area, offering free classes each week. Clothing racks are mobile and the store is able to go from a shopping stop to a workout class by simply moving things out of the way.
Plans are on the way for additional Houston locations, but until another store opens, the Memorial-area Athleta store shows no signs of slowing down, much like the women who shop there.
