ASRV Launches Women’s for the First Time With Equinox
For its first foray into womenswear, ASRV has teamed up with the elevated fitness club operation Equinox for a collaborative line.
Through this partnership, the capsule collection debuts Wednesday online and at select Equinox outposts. ASRV has major growth plans for womenswear in the years ahead, according to founder, designer and chief executive officer Jay Barton.
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He said that womenswear had always been in the back of his mind, since he launched his company in 2017. But ASRV wanted to establish the brand in the men’s category first, before delving into offering the same premium products and value to women. Having played baseball and snowboarding competitively growing up in Oregon, Barton understands how integral gear, fabric and fit are to performance. (He was once ranked third in Slopestyle in his home state.)
“On track” to do between $30 million and $40 million in revenue this year, ASRV expects that the women’s category will become “as big, if not bigger than the men’s line within two years,” Barton said. Part of that forecast is due to the brand’s established platform and the attention to fabric development and functionality, he said. The collaborative designs with Equinox include French terry items made from eco-friendly Serona yarn, which is made from renewable plant-based materials. Another sign of ASRV’s innovative design is a detachable three-in-one belt pack that is featured on leggings and biker shorts. It can be used to hold a phone, wallet, keys and other necessities.
With 107 clubs that offer fitness, training, boutique classes, spa services and recovery options, and three more slated for this year, Equinox offers a robust base of active and wellness-minded consumers. Annie Walters, Equinox’s vice president of retail, said innovation is at the heart of the 12-piece collection. The retail price range for the limited-run assortment is $58 to $148. “By combining ASRV’s innovative spirit with our deep understanding of our female members’ needs, we’ve created a collection that not only meets but anticipates the demands of the modern, active woman,” she said.
While ASRV does the bulk of its manufacturing in South Korea, the women’s styles will be produced in South Korea, China and Vietnam. The company has three freestanding California stores in Beverly Hills, San Diego and Glendale, as well as pop-ups — in Venice, Calif., and SoHo in New York City.
Equinox and ASRV were a good match, due to both companies’ premium brand positioning and their similar ethos — “namely the belief that fitness, being active and pushing your body can really impact your entire life,” Barton said. Equinox’s slogan — “It’s not fitness. It’s life.” — resonated with Barton. He explained, “We talk a lot about how fitness can be a precursor to changing your entire life. You get in shape, you start to eat better, you look better, you feel better, you start to build confidence in yourself and you start to look at other aspects of your life. It’s how I built a brand. I got into fitness and then it built this confidence. I wanted products, and I looked at the rest of my life. Now it’s just integrated into me and what I do,” Barton said.
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