Saturday, May 14, 2011

ATHLETA FALL 2011 Performance Wear-Women

Tribeca, NYC

Words/images Judith Ecochard

It was a Gap fueled Editor's Preview Day at the downtown locale for this mega brand company.

Once we figured out how the elevator banks worked...the rest of the preview for the ATHLETA collection of feminine activewear was simple. In the sense that it was obvious what a great bunch of technically performing/functioning separates are set for deliveries this late summer.

Inevitably, the comparison to the Lululemon juggernaut is going to come up. In fact, Athleta is opening up a retail store on the UWS of Manhattan-not far from the Canadian competition.

FYI: One of the big differences are the price points with Athleta about 10-30 percent less from what we could kinda compare.


There were three key groups ...

Running----Yoga----and Lifestyle-"to and fro"




















Run skirt capri made from moisture wicking, breathable Supplex® fabric has a soft hand and isn't shiny. A mesh panel behind the knee vents the heat...plus a 3M Scotchguard reflective detail


And a waterproof zipped pocket for a back pocket.

Windproof black jacket has strategic panels to keep the core warm.


Reflective detailing on the sleeve and a media pocket.


Two in one short sleeve top with removable arms.



Made of Cool Touch fabric that is super wicking ---with a 50+UV protection that's knit in-not the eventually washed out treatment. Mesh sides for venting too.

Work out knicker with a great reflective graphic.

Hana run short made of anti-static micropolyester...with reflective artwork. Good to wear over leggings too.

Moisture wicking built in panties




GREAT multi-functional half-zips.




Ruche it up or down for venting...the zippers have locking tabs so they don't bounce around...thumbholes for a perfect fit



Seamless underwear-using a unique circular knit construction---similar to how hoisery is made---for total chafe free wearing.


Bra has removable cups for low impact activities.

Yoga wear are easy layer pieces that can be worn around town...






































Fashion styling---dolman sleeves, cowl necks...



In solids and strips.


Pieces made from organic cotton---a cute organic cotton hoodie with a slouchable capri...ruching at hem...made with Spandex for shape retention.





















Open back top---twisted band in heather and strips




 We loved these Yoga jeggings that can function like our most comfortable pair of jeans. With two zip pockets...



A cover-up jacket worn open or closed...has two functional zip pockets...paired with Fusion pants with a cute back pocket in the waistband that's cut wide for a flattering fit... made with Lycra® Sport for the ultimate shape retention and stretch.


subtle branding



Karma Tank---seamless...banded bottom...blouson fit...and with an attached twist/ adjustable strap. With a flared ruched bottom capri with a nice color hit.

The Tatoo mesh top is really lightweight---with organic cotton Salamba pants---seam down back for a long, lean look.





Burnout long sleeve tops---great color palette range

INFO: http://athleta.gap.com/