ASRV: The Californian training apparel brand on the rise
On January 27, the ASRV brand opened its third store in the United States, after San Diego and Beverly Hills. In Glendale, north of Los Angeles, the Caruso’s Americana at Brand shopping center welcomed ASRV’s training apparel collection for the first time, with Alo Yoga and Nike Collective as neighbors.
A great catch for the brand founded in 2014 by Jay Barton, a 33-year-old entrepreneur from San Diego.
“The Americana at Brand in Los Angeles was a natural choice for our third store opening, strategically positioned within one of our key markets”, said Ethan Frame, marketing and growth director at ASRV. “By expanding to the San Fernando Valley, we’re able to reach a diverse demographic of LA residents. The Americana at Brand isn’t just a typical mall; it’s a premier lifestyle retail destination, aligning perfectly with our brand’s ethos of offering more than just a shopping experience.”
While other boutique opening projects are still in the works, with potential pop-up ventures slated for later in the year, the 2024 brand is also set to accelerate its wholesale development. Strengthened in 2023 with the distribution of its collections in over 80 Equinox gym clubs in the United States, ASRV now has international ambitions.
“Without a doubt, international expansion is on the horizon for ASRV,” continued Frame. “We’re actively exploring opportunities to make our products more accessible to our loyal fanbase in the UK and Europe, with plans to potentially partner with select premium retailers in these regions. While ASRV flagship stores abroad may take some time to materialize, our global expansion is undoubtedly a key focus moving forward.”
First launched with a slim-fit jogging pant, over the years the ASRV brand has built a high-performance collection with technological fabrics such as Polygiene antibacterial technology; Tetra Lite. a very light fabric that stretches up to 6x in every direction and integrates a durable water-resistant treatment and Silver Lite fabric, a performance and stretched fabric with a silky handfeel and anti-odor properties.
“We have come a long way since 2014, from just a few select styles to the development of a comprehensive line of technical, training apparel has been nothing short of transformative”, added Frame.
“Looking ahead, our commitment to expanding our product line, fabric technologies, and key product innovation remains stronger than ever. We’re dedicated to offering a wide array of innovative, performance-oriented garments suitable for a spectrum of training disciplines, from bodybuilding to marathon running. Above all, we aim for every ASRV release to set the benchmark for excellence in the industry. “
More generally, ASRV also wants to use its growth to establish itself as the leader in the training apparel sector.
“We’ve observed a significant gap in the activewear market, where the term has become increasingly diluted,” continued Frame. “Activewear is more frequently marketed and associated with women’s fashion. Brands like Lululemon, Athleta, Outdoor Voices, Fabletics, and Alo Yoga have gained significant popularity in the women’s Activewear market. However, their product lines tend to lean more towards stylish, quasi-performance apparel, catering to the aesthetic preferences of women instead of their performance training needs.”
“We envision training apparel as a more precise descriptor, reflecting our commitment to delivering technically advanced garments tailored for the performance-driven individual,” added Frame. “Our emphasis on creating purpose-driven ‘training apparel’ sets us apart, offering consumers a more intentional perspective on their active lifestyle.”
A special feature of ASRV production is that all garments are made in South Korea. This choice partly explains the brand’s premium positioning.
“All ASRV garments are proudly manufactured in South Korea, a testament to our commitment to quality and craftsmanship. Sustainability, to us, is synonymous with durability,” concluded Frame.
“We prioritize creating garments that stand the test of time, reducing the need for frequent replacements and minimizing environmental impact. By designing products that endure years of wear, we aim to promote sustainable consumption habits among our customers.”
In 2020, Forbes magazine predicted sales of $18 million for the brand. While the team refuses to disclose sales figures today, they acknowledge that it has far exceeded this figure since then.
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