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Soho girls now have one less excuse to work out in anything less than total athleisure perfection: Deka, an upscale Atlanta-based fitness boutique, has joined the city's increasingly competitive activewear scene with its first NYC outpost inside the former VPL space.
"You can't feel the fabrics or get the fit you want when you shop online. We cater to the modern lifestyle of a women … They are tired of Lululemon and other national brands. They want to be unique individuals," founder Jim Whitlow told Well + Good.
Like Bandier—which is popping up in Flatiron right now—the store specializes in high-end fitness wear from emerging brands like Michi, Lucas High, Splits 59, and VPL, which we'll assume is a nod to the bright, airy space's former inhabitants.
· Deka Opens As A Mini Barneys For Fitness Fashion [Well + Good]
· This Activewear Pop-Up Shop Is Not For Health Goths [Racked NY]
· Feel the Burn [Racked NY]