Lands' End Launching Activewear Collection

This Tuesday, Lands' End (Dodgeville, Wis.) will introduce Lands' End Sport, a new apparel line that will encompass items intended for “surf, performance and leisurewear,” for both women and men, reports Women's Wear Daily.

The extended line features rash guards and partial wet suits, squall jackets, jogging bras, and compression tights and totes, many with an updated Lands’ End logo that now features the sky, mountains, the sea and a lighthouse.

Lands’ End Sport is the latest merchandising strategy for the company after former Dolce & Gabbana (Milan) president Federica Marchionni became ceo 15 months ago. In April, the company, which operates 12 stores in the U.S., also launched ‘Canvas,’ a collection targeted to a younger, fashion-savvy consumer.