This Is How Lululemon’s New Label Is Doing Cashmere
When you think of Lululemon, we’re guessing visions of pricey yoga pants and slim cut tops probably come to mind. Cuddly sweaters and trendy scarves? Not so much. However, it looks like that might not be the case for long. The wildly successful activewear brand has now added a new label to its family. Introducing, Kit and Ace.
Kit and Ace is run by Lululemon’s founder, Chip Wilson’s wife Shannon and his son from a previous marriage, J.J. While the pieces aren’t exactly what you’d wear to a yoga class, the idea behind the brand is super similar to its parent company – a collection of versatile pieces made from quality fabrics. The fabric Kit and Ace has chosen as its main focus is called Qemir. Never heard of it? That’s because they just invented it.
Pronounced like “come here,” the innovative material feels almost identical to cashmere, but doesn’t pill and doesn’t need require hand washing (because, c’mon, who really has time for that?). Qemir isn’t simply goat hair, but rather a woven combination of cashmere and fabrics like elastic and viscose. In a typical Lululemon fashion, it is meant to act more like performance wear than a luxury garment.
That sort of practical thinking doesn’t apply only to the material but to the designs as a whole. These pieces are less “athleisure” and more fashionable, comfortable pieces you can wear all day long. The company tells Wired, “People are living these “full-contact lives,” where you get up at 6:00 in the morning, work out, go to work, maybe you step outside for lunch, after work you have an event.” These clothes are meant to help keep you looking great even when you haven’t had a chance to sit down since your bus ride to work.
What’s more impressive isn’t just the functional mindset of the brand, but the fact they have designed their pieces with practicality as a major priority, testing pieces to see how they felt under backpack straps and messenger bags, adding subtle ventilation in the armpits. They are even hoping to release water repellent garments in the near future.
Basically, these pieces are like wearing a cuddly cashmere sweater that performs like a workout top. And, folks, life really doesn’t get much better than that.
What’s your favorite piece from Kit and Ace? Any you’re dying to add to your cart? Share with us in the comments below.
(h/t Wired)
