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Under Armour Bursts Onto Fashion Scene With First-Ever Designer Collection

Under Armour no longer wants to be solely known for its compression gym shirts and Stephen Curry basketball sneakers.

The tagline behind Under Armour's (UA) - Get Under Armour, Inc. Class C Report first-ever fashion apparel collection basically says it all: "forged from field, built for life." That is the inspiration behind a collection of trendy-looking vests, jackets, hats, scarves, pants and shoes for men and women called "UAS" (short for Under Armour Sportswear) that the maker of the compression shirt unveiled Thursday during a runway show. Although the clothes look pretty cool -- that is if one likes to dress as a hip 30 something that is on the go in an urban area -- they do encompass some hallmarks of Under Armour apparel such as stretch technology. While Under Armour is a newcomer to the field of pricey fashion apparel, there is likely room for it to carve out a presence given how consumers love its core workout clothes. And, what is generally known as the "athleisure" market -- long dominated by Lululemon (LULU) - Get Lululemon Athletica Inc (LULU) Report , Nike (NKE) - Get NIKE, Inc. (NKE) Report and more recently Adidas -- remains in growth mode as consumers seek out more comfortable, yet stylish clothes that could be worn around the clock (and let's be real, slept in and worn the next day). TheStreet's Brian Sozzi has details from Wall Street. 

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