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Abercrombie and Fitch, a division of Abercrombie and Fitch Co., has announced the launch of a new activewear sub-brand called YPB.
YPB stands for “Your Personal Best” and reportedly aims to empower customers to perform to their highest potential.
The sub-brand features a collection of “fashion-forward yet functional” activewear and accessories for men and women, and it is available for UK customers online and is in most North American Abercrombie and Fitch stores.
The collection features bottoms, performance tops with four-way stretch, sweat-wicking and anti-odor elements, studio outer layers and fashion details such as cutouts and straps.
Additionally, YPB’s styles are available in XXS-XXL with additional options for long and short lengths.
Abercrombie and Fitch said designers spent hundreds of hours conducting fit research on models across genders, sizes, shapes and heights to ensure pieces delivered on presentation as well as performance.
Kristin Scott, global brand president at Abercrombie and Fitch Co, said: “We’ve been dedicated to outfitting our millennial consumers for every part of their lives, whether they’re travelling, brunching with friends or celebrating a wedding, for example.
“Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs.”
She added: “We’re laser-focused on listening to our customers, and they were clear: They’re looking for fashion-forward activewear that actually performs, looks good and combines quality with value. YPB delivers on all of that, while also providing the comfort and attention to detail that our customers expect from us.”
