BAGS
In response to economic trends, our merchandising team tasked us with creating an entry price point bag collection to round out the assortment architecture. Working on a condensed calendar, we combined trend observation with intuition to develop a capsule collection of four trend-right silhouettes.
We sourced lightweight recycled nylon from our outerwear material toolbox to ensure premium handfeel. Selectively applied high polish metal trims and thoughtful details make the sum greater than its parts in this entry price point collection.
In its first season the collection is outpacing plan 138%.
BAGS
excursion
2022
BAGS
EXCURSION
Founded in the late 90’s as a catalog brand that equipped women for outdoor sports, Athleta is a female-centered and forward looking brand since its inception. Inspired by the ethos, and era, of Athleta’s founding–I designed a lumbar bag intended for outdoor activity that references the attitude of 90’s outdoor performance gear. The design vocabulary of this first bag–ergonomic design lines, diamond ripstop fabric, and high polish metal trims–felt so aligned with the brand’s identity that we decided to make it into an entire collection.
Page from 1998 Athleta Catalog
BAGS
REVIVE
2022
BAGS
REVIVE
During an internal brainstorm around potential sustainable bag materials, we discussed Patagonia’s then recently launched FSC rubber wetsuit, which they developed in partnership with Yulex rubber. Since Patagonia abides by an open-source policy, we were able to connect with Yulex in order to develop an accessories-grade version of this scuba material.
With Yulex’s materials expertise and Gap vendor’s willingness to partner, we developed a gorgeous “Accessories-grade” version of this wetsuit material–launched in 2022 as a capsule collection of bags.
Aligned to the lifestyle side of Athleta’s business, these bags have a more polished aesthetic. But in keeping with the performance DNA of the brand, we designed in convertability to each silhouette. The waist bag at left, for example, can detach from its strap to become a clutch.
YOGA
FLOW FREELY
2023
FLOW FREELY
YOGA GEAR
After developing the Revive Collection of bags, our raw materials partner Yulex informed us that they were experimenting with making yoga mats using their rubber from responsibly managed forests (FSC). Keen to bring a lower impact yoga mat to the marker, I jumped at the opportunity to collaborate with Yulex on yet another product.
After 18 months of development, we launched the Flow Freely Collection. Each item in the collection has a unique sustainability attribute:
The Flow Freely Yoga Mat has FSC Rubber as its primary ingredient–eliminating harmful materials commonly used in yoga gear
The Flow Freely Yoga Block is comprised of sugarcane EVA
The Flow Freely Yoga Bag is 100% recycled polyester
A brand-right color palette allows for tonal mixing and matching and customized kits that compliment her favorite Athleta fit. And a geometric print featuring the Athleta logo is engraved on both the mat and block for a stylized, custom feel.
socks
assortment reset
2023
SOCKS
ASSORTMENT RESET
Identified and hired a consultant with decades of experience in sock design. Worked collaboratively to reset Athleta’s sock architecture; establishing a family of four Everyday silhouettes and two Performance silhouettes.
With sustainability top of mind, we developed a yarn blend that uses Organic Cotton as its primary input. Both the Everyday and Performance socks offer arch compression, mesh ventilation, a seamless toe box and zoned cushioning. The Performance socks are differentiated through greater compression throughout the entire foot.
To deliver an Athleta proprietary design language we developed the following attributes:
Angular design lines that reference the Athleta A
Ventillation using an Athleta Monogram mesh
Brand-right palette of seasonless neutral colors
Dual branding: heat set logo and intarsia wordmark