Tory Burch's Athleisure Brand Will Have Its Own Store During Fashion Week (Update)

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Tory Sport, the long-anticipated athleisure offshoot of Tory Burch's namesake brand, has yet to launch, but there's already a plan in place to make sure it sells: Come Fashion Week in September, it'll take over the existing Tory Burch store on Elizabeth Street, Vogue reports, in the form of a temporary pop-up.

It'll carry the line's collection of tennis, running, surf, golf, and "avant and après-sport clothes," and as we previously reported, the pop-up will precede the line's first standalone store, which will open in the Flatiron District a few months later [Update: The New York Times reports that the store will open at 129 Fifth Avenue, formerly the home of Armani Exchange, sometime in March].

Why did the designer known best for ballet flats transition into athleisure? "This didn't feel like a trend to me," Burch explained to the magazine. "It really seemed like a change in the way women were dressing. I started to think, How do we make this stuff chic again? What a lot of sports brands miss is femininity, unless it's a garish femininity in the form of exposed body parts and neon colors. I was thinking more The Royal Tenenbaums." We're officially intrigued.