The best way to test out your own product is to see it in action, and Cynthia Rowley appears to be taking that literally. The designer tells WWD that she wants to host fitness classes in her new Morton Street offices to "road test" her new activewear line, which is called Rowley.
"We'll have the space," she rationalizes of the three-story building that was once a garage. "It's important to build the lifestyle with the core team and experience it."
The Rowley line is currently only a capsule collection—with leggings, sports bras, shorts, and t-shirts available on sites like Net-a-Porter and Bandier beginning this week—but it'll be a full-blown athleisure line with 35 pieces meant to be worn before, during, and after a workout come fall, when it'll appear alongside other high-end fitness brands in Bloomingdale's, the paper reports.
The brand is putting so much effort into this new collection that "they're considering possibly opening freestanding stores" for it, Rowley told WWD. No word yet on whether any of those stores will be in New York (or if they'll be offering fitness classes, too).