Tory Burch Launches Sport Collection With NYC Pop-up

9/22/2015
Tory Burch launched its new Tory Sport line, an activewear collection that includes apparel, bags, shoes and accessories for running, studio, tennis and swim, as well as Coming & Going, a category of pieces that can be worn before and after a workout.

Tory Sport will be available exclusively at torysport.com and at a pop-up shop in New York City beginning in September, with a Flatiron-district store to follow in 2016. The pop-up shop will be located on Elizabeth Street in the space where Tory launched the brand's first boutique 11 years ago. 

"We focused on the elegance of sport — the performance aspect is a given, not a design detail," CEO Tory Burch said. "I have always been passionate about sports, and activewear is something I have wanted to do for years. Classic silhouettes from the seventies have always resonated with me. Our goal was to design a collection that balances fashion and function."

Tory Sport is designed to reflect the beauty of the game and the empowering role that sports play for women. The brand supports the Tory Burch Foundation, which empowers women entrepreneurs by providing access to capital, education programs and networking events.

The collection
Inspired by the grace and strength of athletes, Tory Sport speaks to the active lifestyle of women who take a wear-anywhere approach to sports-influenced clothing. The silhouettes range from pleated tennis skirts, anoraks and fitted leggings to rashguards and swimwear. Stylish separates — neoprene coats and skirts, oversized sweaters and classic track suits — complement the performance pieces.

Old-school stripes and florals are modernized by precise detailing and high-tech materials that ensure the ultimate in fit and performance, including  COOLMAX® Fabric by INVISTA, which maximizes performance with moisture-wicking and quick-drying technologies that help you go the extra mile; Schoeller Fabric with NanoSphere®, a durable performance fabric that repels water, oil and dirt to keep you clean and dry; and Sensitive® Fabrics by EUROJERSEY, which resist chlorine —10 times more than most fabrics — and provide the benefit of four-way stretch, UV protection and a long-lasting fit.

Tory Sport is a distinct brand with its own logo, digital commerce site, packaging and social channels. Prices range from $55 for performance tops to $550 for outerwear.  

The pop-up
The Manhattan pop-up shop is a modern take on old country club glamour. A white stucco facade — with blue awnings piped with white scalloped edges, white latticework and sun-bleached pink doors — sets the tone for a retro interior with bold design details.

Crisp white board and batten walls, wainscoting and wide-plank floors create a relaxed and easy setting. Courtside seats and canvas-covered armchairs with blue and green varsity stripes, a graphic surfboard and a vinyl letter press where customers can personalize select designs add fresh pops of color.
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