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Agenda-setting intelligence, analysis and advice for the global fashion community.

Athleta Enters the Underwear Space

The Gap Inc.-owned activewear brand is relaunching intimates after a brief, unsuccessful stint in the competitive category in 2018.
Colourful underwear against a white background.
Athleta is relaunching its intimates collection, with a basic offering geared toward everyday wear. (Athleta)

Another apparel giant is venturing into the fast-growing, but crowded underwear category.

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About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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