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Bandier is betting you would pay $300 for yoga pants

October 9, 2015, 2:55 PM UTC
Jordin Sparks x BANDIER In Store Work Out
NEW YORK, NY - AUGUST 21: Jordin Sparks attends the Jordin Sparks x BANDIER in store work out at Bandier on August 21, 2015 in New York City. (Photo by Grant Lamos IV/Getty Images)
Photograph by Grant Lamos IV — Getty Images

The term “athleisure” is being thrown around by everyone from Lululemon to Stella McCartney. It’s a new word to describe a trend that many women will tell you has existed for a long time: women’s desire for their daily wardrobe to be comfortable, yet fashionable.

But what about “workout couture”? For those not too involved in the fashion scene, the idea leggings can cost upwards of $300 might seem shocking, but websites like Net-a-Sporter are already selling items for even more. For example, a pair of Lucas Hugh leggings costs $420 on the site.

Now, former music executive Jennifer Bandier is hoping to bring workout couture to brick-and-mortar retail with her eponymous Bandier chain of boutique stores. Already open for business in the Flatiron district of New York City and in Southampton, Bandier has plans to launch three new locations, reports Bloomberg. The brands sold in the Bandier stores are mostly ones you’ve never heard of: Alala, Good Hyouman, Koral, Norma Kamali.

Despite the relative unknown of the Bandier brand, as well as the designers available in store, the workout couture trend seems to be taking off. Jennifer Bandier told Bloomberg that she estimates $15 million in sales over the next year.