A new fashion mantra
In the time-honored tradition of waxing nostalgic over old photos, it’s safe to say that future generations might look back at pictures from the mid-2010s and ask, “So, were you always on your way to the gym?”
Such is the legacy of athleisure pieces, the just-won’t-quit trend that’s swept the country, particularly casual, athletic Los Angeles, birthplace of the Juicy sweatsuit (which is also in the midst of a comeback of sorts).
But Kit & Ace, the Vancouver-based brand with a few shops in Southern California, is not competing in the race to be the next haute brand you sweat in. So as brands court yoga instructors and runners to evangelize, Kit & Ace is after the next wave: meditators.
What started as a California exclusive — meditation sessions in their airy, light-filled stores, where free sparkling water and friendly salespeople abound — has turned into a nationwide program. Each shop is partnering with mindfulness coaches to run meditation sessions.
“If athleisure is athletic apparel trying to go street, then we’re going for streetwear that performs the exact same way as our activewear,” said JJ Wilson, who co-founded Kit & Ace in 2014 with Shannon Wilson, his stepmother. (JJ Wilson’s father, Chip, founded Lululemon Athletica in 1998.) And to be clear, his definition of street means day and evening looks that appear more like the wearer is on their way to a boutique hotel bar rather than, well, barre class.
“When Lululemon started, there were a few yoga studios on the coasts,” said Wilson. “Now, we’re seeing the seeds of that with meditation, with places like Unplug studio in Los Angeles and MNDFL Meditation in New York.”
So why not turn stores into grassroots meditation studios? “Creating an experience in an in-store environment helps in several ways,” said Shelley E. Kohan, vice president of retail consulting at San Jose-based RetailNext, which specializes in instore analytics. “It creates a highly engaged employee, creates an ecosystem that encourages the consumer’s engagement and makes for better brand loyalty.”
And best-case scenario? That those in-store meditators turn into regular meditators, creating a positive link between the art of mindfulness and Kit & Ace clothes.
As for those clothes, Kit & Ace is known for “technical fabrics,” which may sound gimmicky but make for professional-looking garments that move, breathe and act like activewear. They are tailored and elegant but have a slightly subversive feel.
All “first layers” (tees, pants, dresses, even some jackets, all ranging from $98 to $428) are machinewashable, a nod to the “full-contact life,” as Wilson called it, of the brand’s demographics.
There also are hidden phone pockets in the sleekest of pants — the better to stash your cell and sneak in some app-guided meditation on your lunch break.