Moving Comfort officials tell SNEWS the brand will exit the women’s apparel category in 2015 to focus solely on what it’s known for best — sports bras.
Moving Comfort's sister brand, Brooks Sports, will take the lead for the company in women’s apparel.
“Building world-class sports bras is our passion, and starting in January 2015, it will be the only thing Moving Comfort does,” said Anne Cavassa, vice president of global apparel. “It’s a conscious decision to lead in product excellence. To us, sports bras are more than just another item of clothing — they free a woman to move in any way she sees fit.”
Moving Comfort will continue to supply its entire apparel lineup — including its fall/winter 2014 products debuting at Outdoor Retailer Winter Market — up until Dec. 31, 2014, before shifting solely to sports bras.
Cavassa said all current employees will have a role in the reorganization, which will largely merge Moving Comfort’s apparel talent into Brooks, but also bring some Brooks employees over to Moving Comfort sports bras.
“The best of Moving Comfort apparel collections will influence the re-architecture and engineering of the Brooks apparel line,” Cavassa said.
Moving Comfort got its start in 1977 making running shorts “but we hit our stride with sports bras, so we’re running with it,” the company's marketing material said. Moving Comfort is a division of Brooks Sports, Inc., a subsidiary of Berkshire Hathaway Inc.