TORY SPORT POP-UP SHOP
Arguably the most anticipated new player in the surging “Athleisure” market takes the field today. Tory Sport is the new line of athletic wear from Tory Burch, a stand alone brand that is making its debut with a big statement. The line covers a wide range of sport and fitness pursuits, that include running, yoga, tennis, golf, swim and surf, as well as casual pieces for going to and from the gym. Launching with a pop-up shop in Manhattan’s Nolita district, taking over the original Tory Burch boutique on Elizabeth Street, Tory Sport takes the distinctive Tory Burch aesthetic and puts the focus on performance.
Featuring both apparel and accessories, Tory Sport is a chic and elegant take on the sporting life. A lifelong athlete herself, Tory Burch told Style Of Sport, “I was very much a jock growing up. I rode horses, played tennis, lacrosse, and played whatever my brothers did.” Burch still plays a lot of tennis, runs, paddleboards, enjoys hot yoga and spinning. For Tory Sport, functionality has been of the utmost importance from the get go. Said Burch, “We wanted the function to be a given — not necessarily obvious. We spent a lot of time with the inside of the fabric, like taking a running jacket and making it bonded and seam sealed. Quality is super important for us. It’s real function meets style.”
CLOCKWISE TOP LEFT: MESH BACK BRA; FRONT ZIP RASHGUARD & BIKINI BRIEF; ALL WEATHER RUN JACKET; NEOPRENE TOTE FEATURES AERATED SHOE COMPARTMENT; COLOR BLOCK TRACK JACKET & PANTS; STRETCH POPLIN SHIRT WITH RIB KNIT CUFFS AND MESH SIDE PANELS; PLAID KNIT RUBBER SOLED BALLET FLAT; V-NECK TENNIS DRESS & WARM UP JACKET
Tory Sport draws from the 70’s sport references with which Burch grew up. “I found I was wearing things from high school that had this retro vibe. “The Royal Tennenbaums” was inspiration, but we wanted to make it modern and do a cool take on that.” A classic pleated pique v-neck tennis dress is crafted from lightweight performance jersey. A running jacket takes vintage varsity style and makes it wind and waterproof, with a hood that zips into the collar. The swimsuits take that graphic swim team style and blend it with quick drying UPF 50 Eurojersey. Patterned and color blocked leggings, tanks and sport bras integrate such technical features as compression, mesh, and reflective detailing — functional details more typical for a sport brand than a fashion line — infusing classic style with modern performance.
At the same time, what Tory Sport calls “Coming & Going” features casual sporty pieces meant for that transition time pre and post workout. A classic 70’s track suit, pearl covered slip-on sneakers, a merino turtleneck sweater, and a tech knit striped skirt, among other styles, are looks designed to be worn all day.
Paying the same attention to details as the line, the Tory Sport pop up is an integral part of the launch, with a look that is a new take on old country club style. The clean white interior is highlighted by bright canvas cushioned latticework furniture, a graphic surfboard and vintage sport photography. Wainscoting and wide-plank floors create a relaxed and easy setting. There is a monogramming station and vinyl letter press where customers can have select styles—from 70s-inspired track jackets and leggings to wristbands and T-shirts—personalized with their initials. A custom vending machine is filled with vintage sport magazines as well as golf tees, tennis balls, frisbees, water bottles and grip tape.
Tory Sport is available exclusively at torysport.com and at the Tory Sport pop-up shop at 257 Elizabeth St. A permanent Flatiron-district store is set to open in March of 2016.