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Published
Mar 18, 2016
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Y.A.S. introduces new lifestyle update Fit to Relax

Published
Mar 18, 2016

Y.A.S., the Danish fashion brand owned by retail group Bestseller, has announced that it is replacing its Y.A.S. SPORT line with Fit to Relax, a new athleisure brand.


Photo: Y.A.S.


Y.A.S. says Fit to Relax is an "adaptation" of Y.A.S. SPORT, and the internal setup will remain intact.

“We have moved away from thinking about classic target groups and specific types when designing our collections – instead we are focusing more on the trends of contemporary living and the accompanying needs we see. So when there’s a trend for athleisure wear that creates a need for more relaxed items, that’s what we’ll be bringing to the marked – still keeping trend, colour development and contemporary daily wear in mind” says Lea Zeeberg, Design and Sourcing Manager at Y.A.S and continues:

“We see it as a more democratic approach to fashion; rather than creating something to the consumers, we are creating something with them, as we follow the trends they are part of. Fashion is increasingly becoming an individual choice rather than a statement of what group you belong too – with Y.A.S Fit to Relax you don’t buy a predefined package – rather you will combine it yourself.”

The company describes athleisure as clothes "worn on the way to the gym but not necessarily at the gym" and says the pieces have the laid-back and comfortable traits of sportswear designed for maximum comfort and movement, but without compromising on the look. Fit to Relax is currently available at ASOS and will soon also be sold via bestseller.com.

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