True Classic Launched a New Activewear Line Dubbed 'Active'
Grace Mahas — July 22, 2022 — Social Media
References: trueclassictees
Active, True Classic's premium performance collection designed for any activity is the company's newest direct-to-consumer menswear collection. With technology and materials of the highest class, Active takes inspiration from the brand's best-selling cuts. The new collection includes crew t-shirts, polo t-shirts, performance shorts, comfort shorts, and joggers. Each piece is ultra-soft, sweat-proof, and with hypermobility and movement in mind.
“Active was created with the modern man in mind,” said Ryan Bartlett, True Classic’s co-founder and CEO. “The expansion into active is a natural progression of our business and allows us the opportunity to create elevated performance gear at an affordable price, with the same great true classic fit.”
All individual items within the collection are priced between $25 and $50, and the sizes range from S to 2XL.
“Active was created with the modern man in mind,” said Ryan Bartlett, True Classic’s co-founder and CEO. “The expansion into active is a natural progression of our business and allows us the opportunity to create elevated performance gear at an affordable price, with the same great true classic fit.”
All individual items within the collection are priced between $25 and $50, and the sizes range from S to 2XL.
Trend Themes
1. Performance Wear for Affordable Prices - True Classic's Active collection disrupts the activewear industry with its disruptive pricing strategy.
2. Direct-to-consumer Expansion - True Classic's foray into D2C in the activewear sector creates a new channel for the brand.
3. Innovation in Material and Design - True Classic's use of advanced materials and design techniques sets higher standards for performance wear.
Industry Implications
1. Athletic Wear - The Active collection puts True Classic in direct competition with athletic wear giants like Nike and Puma.
2. Direct-to-consumer - True Classic's expansion into D2C sales channels is a disruptive innovation opportunity for fashion and apparel brands.
3. E-commerce - True Classic's marketing strategy of exclusively selling the Active collection through e-commerce channels is a disruptive innovation opportunity for the retail industry.
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