Lands’ End has extended its brand into a Sport line, which the company says is in line with its founder Gary Comer’s ethos. Comer had invested in developing the Comer Center in Dodgeville, Wisc. in 1989 to promote employee health and wellness.
Lands’ End Sport includes surf, performance and athletic collections for men and women. The company notes its surf collection is functional and fashionable: rash guards are UPF 50 when wet; neoprene jackets have flatlock seams to prevent chafing; and full suits are made with bonded neoprene to protect the body from irritants. The performance collection comprises three categories: speed (high-impact), studio (low-impact), and street (post-workout wear), again with functional features for moisture wicking in the cases of the first two. Finally, the athletic collection, dubbed Athleisure, comprises polos, T-shirts, sweatshirts, totes and accessories.