BB Dakota Launches Activewear Spin-off
Shortly after debuting Jack, a juniors label targeting 15- to 19-year-old fashionistas, Irvine, Calif.–based young contemporary brand BB Dakota announced its latest spin-off, X by BB Dakota. Targeting the fashionable gym-going, yoga-loving crowd, X by BB Dakota activewear will hit stores for the Holiday 2008 season.
“We are expanding into the casual/activewear market because we see that there is a void for this type of product, which is not specifically for working out,” said Gloria Brandes, the brands’ designer and founder, in a statement. “It derives from my own need to have comfortable all-purpose clothes that don’t look too sporty and [that] I can wear in a wide range of activities.”
Made from traditional workout-wear fabrics, X by BB Dakota will include lightweight jackets, slim pants and athletic tops in a range of colors. Wholesale price points for the line, which will sell in specialty stores and better department stores, will range from $30 to $50. —Erin Barajas
