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Fabletics: Form and Function Plus Comfort

Fabletics is an activewear brand created by prominent actress Kate Hudson, Don Ressler and Adam Goldenberg both CEOs for JustFab Inc. The idea was to produce affordable yet stylish and comfortable activewear for women. Fabletics saw its beginnings in 2013 by offering their clothing online in the United States. By 2015 the company sprouted roots in Europe, Canada, and Australia. In late 2015 Fabletics began opening retail stores within the United States and has processed over a million orders, and now carries a men’s line called FL2. Kate Hudson gave audience to Marie Claire Magazine to speak about Fabletics’ latest lines out for the active woman. Source: http://www.marieclaire.com/fashion/news/a19566/kate-hudson-fabletics-interview/

Kate discussed the new line of activewear dresses that were released at the beginning of April, which is a dress line targeted for both comfort and style. The idea of Fabletics is to be able to have the comfort of wearing your leggings at home while you are out and about. The dresses are meant to hold everything in the right places without having to use Spanx. Much like the high-end designer lines hold things in place, but at a fraction of the cost. The Fabletics new dress line is something that could be worn both to the office as well as out on the town or on a date. Some of the dresses in the line have built in bras.

When Marie Claire Magazine asked if the swimsuit line of fabletics released in mid-April would upend the embarrassment of wardrobe malfunctions while doing yoga or Pilates on the beach, it was emphasized by Kate that the swimsuits in question were definitely focused on “performance” while allowing the active woman the feeling of being sexy, attractive and fashionable. The main concept behind this line is that a woman could be very active and feel good and secure in what they are wearing. Most of the savings to the customer come down to Fabletics because they are direct to the customer company.
 See: http://www.bustle.com/articles/152217-when-do-fabletics-dresses-come-out-shop-these-athleisure-styles-stat-photos

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