Madewell and Outdoor Voices launch collaborative collection

By

Gabriella Lacombe

Published
May 16, 2019

J. Crew-owned retailer Madewell has partnered with Austin, Texas-based active lifestyle brand Outdoor Voices for a limited-edition collection of active and everyday wears, including tops, leggings and accessories. 

The two U.S. companies have collaborated on three exclusive versions of Outdoor Voices' OV kits. Offering 3/4 warmup leggings and Athena crop tops, each version is available as a set for $95, and come in a choice of three tonal colors: dove/ash, rose quartz/terracotta and emerald/slate. A matching hair scrunchie is also available in each colorway.

All Madewell x OV kits are made from Outdoor Voices' textured compression fabric, which is designed to sculpt the body and promote moisture-wicking.

As part of the collaboration, the two companies also tapped Austin-based artist Emily Eisenhart, who designed a wave motif that appears on a t-shirt, tote bag and sweatshirt.

Individual pieces from the Madewell x Outdoor Voices collection retail from $9.50 to $79.50. The collaborative kits will be available in select Madewell and Outdoor Voices stores across the country, and online at Madewell.com and OutdoorVoices.com.

J. Crew's star performer, Madewell's new activewear collaboration has the potential to turnaround declining sales for its parent company, which reported a poor fiscal year performance for 2018, recording a net loss of $120.1 million and a four percent decrease in sales from its namesake J.Crew brand. Madewell, however, recorded a yearly sales increase of 26 percent, said the company back in March.

According to the 'Future of Apparel' study released by the NPD group last year, activewear currently represents 24 percent of total apparel industry sales and is forecast to grow through 2019.