Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Tory Sport, the long-anticipated athleisure offshoot of Tory Burch's namesake brand, has yet to launch, but there's already a plan in place to make sure it sells: Come Fashion Week in September, it'll take over the existing Tory Burch store on Elizabeth Street, Vogue reports, in the form of a temporary pop-up.
It'll carry the line's collection of tennis, running, surf, golf, and "avant and après-sport clothes," and as we previously reported, the pop-up will precede the line's first standalone store, which will open in the Flatiron District a few months later [Update: The New York Times reports that the store will open at 129 Fifth Avenue, formerly the home of Armani Exchange, sometime in March].
Why did the designer known best for ballet flats transition into athleisure? "This didn't feel like a trend to me," Burch explained to the magazine. "It really seemed like a change in the way women were dressing. I started to think, How do we make this stuff chic again? What a lot of sports brands miss is femininity, unless it's a garish femininity in the form of exposed body parts and neon colors. I was thinking more The Royal Tenenbaums." We're officially intrigued.