The brand is another sign of the big-box retailer's efforts to become known as a place where shoppers can find stylish clothing along with milk and bananas.
Walmart is unveiling an elevated activewear and swim brand, Love & Sports, created with fashion designer Michelle Smith and SoulCycle instructor Stacey Griffith.
Now, the New York City-based couple is revealing their secret project: Love & Sports, an elevated activewear and swim brand that they are debuting with. The new brand hits the big-box retailer's website on Friday and is rolling out to 1,500 stores. The fashion-forward clothing collection is another sign of the retailer's efforts to shake up its reputation and become known as a place where shoppers can find stylish garments along with milk, bananas and TVs.
Denise Incandela, executive vice president of apparel and private brands for Walmart U.S., said the retailer was drawn to Love & Sports' unique designs and bold colors. She said teaming up with Smith and Griffith created an opportunity to stand out in a category where high quality usually comes with a high price.
Smith, who trained at elite fashion houses like Hermes and Louis Vuitton, said that she and Griffith were looking to make clothes that fit both budgets and bodies.
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