Sunday, February 26, 2012


Outdoor Retailer, SLC

words/images Judith Ecochard

When a women's performance wear company-in this instance the Gap owned ATHLETA...becomes a role model for several other apparel companies we cover...

moisture wicking/quick drying with breathable mesh inserts, made for active gals-but just as stylish as any summer frock

IMHO-the brand has ARRIVED!

As a follow-up to the Spring 2012 review seen back in NYC...some new additions were equally as impressive-and no doubt will be yet more reasons why ATHLETA is opening retail stores a plenty-and also why our gal pals pay full retail prices for their goods-something we all,  as consumers are practically allergic to these days.

feminine shirring

Every item we saw was purpose driven (and tested) for gals on the run, who swim, who practice yoga-and with the details-for performance reasons as well as they flatter any gals physique...are exceptional.

rushing can be adjusted

gives the jacket a whole new look...
zipped jacket-

The Bettona fabric comes in several color waves and styles...a denim -like breathable bra...with SPF+ 50

Space dye seamless bikini $18-in asphalt mix-combats odor, super wicking, non-chafing seamless design

reflective back pocket----

love the lace-y mesh-for venting where gals can sweat

ATHLETA offers many tops that all share the same moisture management properties...with reflective pops...and smart constructions as to offer flattering ruched seams that don't rub...with rear zip pockets.

Pop Space Dye Tank $46

wicking breathable-quick dry ---with front and rear zip pockets

long sleeve Pop Space L/S with thumb holes
Our fav-this L/S -with reflective details, front and back zip pockets-a band at the back for extra breathability-in a great design.

thumbholes insure perfect fit

reflective details on back

The ultimate travel shirt---easy launder, anti-odor, quick dry-soft to the skin feel for a performance fabric...we could wear hiking-yet the ruching...very feminine.

tab button pocket on sleeves-and can roll it up 

running tees-with cool twist of fabric on the cap sleeves

BETTONA Swim shorts are adorable---UPF 50+, quick drying, breathable and cute, cute cute $52

belt loops give it a jeans feel

Bettona bikini bottom-full coverage-cute pocket detail

Bettona fabric in a halter top with built-in support...supportive-not squishy. Lifts and separates.

Emerald Bay Racer Tankini-$62-with removable cups---many colors waves and matching bottoms available

A cropped hoody-is a great beach cover-up option...
rear zip pocket

Tunic length hoodies-in several coors-are as versatile a top as we can think wear at the beach, with jeans or leggings...or shorts...anywhere.

Hana Two in One Shorts-with compressive inner shorts that prevent chafing $56

Made of Swiftek™fabric that breathes, wicks and dries in a flash

terrific color waves

Relay Skort $59 with compressive shorts

reflective trim-water resistant pocket

Dash Short-made of Pilayo® that wicks away, breathes, and w/ UPF 50+-w/reflective details and rear zip pocket


pocket resistant sweat....

wide banded waist flatters---in a versatile skort-to run or hike in

rubber band does not cinch but holds the compressive short in place.

super lightweight and durable

tiny pockets-ruch at lower leg-actually helps if you want to tuck into hiking boots

Long pants are a must for certain active endeavors---and Athleta delivers with stretchy, quick drying/breathable pants-cut like casual cargo pants...pockets on back hit just at the right spot...and the wide waist band with belt loops-is flattering.

Skirt-made of performing fabric-is also versatile enough for sports---with cool cargo pocket detail.