Net-a-Porter to launch a sub-site called Net-a-sporter
The online retail website will expand into active wear on July 9
Activewear will soon be the new denim, says The Business of Fashion, and online retail behemoth Net-a-Porter seems to agree. They’ve announced plans to launch a sub-site dedicated solely to sportswear, which they have rather delightfully called Net-a-Sporter. The site will stock 37 specialist performance wear and après-sport brands such as L’Etoile Sport, Weargrace and Bodyism.
Over the past few seasons we have seen activewear infiltrate virtually every corner of the fashion world. In Paris earlier this year, Chanel teamed its couture with trainers and rollerblading knee guards. In the UK, print queen Mary Katrantzou is set to follow in Stella McCartney’s footsteps by partnering with Adidas. And in the US even Tory Burch, high priestess of the Hamptons look, is apparently planning an activewear line. Still, as always, it’s the buyers who have the ultimate power to decide whether a trend can last the distance; apparently they have expressed the opinion, through the medium of their Net-a-Porter purchases, that it can.
Net-a-Sporter launches on July 9. There’s bound to be a crush at the virtual tills so get those trainers and knee guards ready.