Dive Brief:
- Hanes is entering the athleisure category with Hanes Moves, a line that will include innerwear and apparel for men, women and children, according to a press release this week.
- The collection will include sports bras, leggings, moisture-wicking T-shirts and running shorts. Prices range from $8 to $45, and the line is available through Hanes’ e-commerce site and major retailers, including Amazon, Walmart, Target and Kohls, per the release.
- Holding company HanesBrands is presenting the line as a “new era” of Hanes basics.
Dive Insight:
Last year, after HanesBrands sold activewear brand Champion to Authentic Brands Group, the company said it planned to become a “simpler, more focused business.” This effort has primarily concentrated on strengthening its innerwear segment.
Expanding the Hanes brand with athleisure marks a “natural extension” from the company’s core basics business, said Jane Newman, chief design officer of global innerwear for HanesBrands.
“We have evolved from classic essentials to fashion basics, then to comfy loungewear at home,” Newman said in the release. “With Hanes Moves, we are excited to make our mark with stylish, functional athleisure. We focused on the technical features because our customer wants to feel comfortable and stylish throughout their day, no matter what they are doing.”
Hanes Moves follows the brand’s recent collaboration with Urban Outfitters meant to target a younger consumer with vintage-inspired takes on Hanes’ basics.
HanesBrands returned to revenue growth in Q4, with net sales increasing 4.5% year over year to $888 million.
For the upcoming quarter, the company is expecting a 1% increase in net sales to $750 million year over year.
