City Sports Launches New Clothing Line That Goes From Kick Boxing to Brunch with the Girls (or Guys)

A new clothing line at City Sports features stylish athletic gear with a more streamlined fit - at Target-like prices that won't break the bank. 

Cost range from about $15 to $35, and the clothing is made to be versatile enough for "city athletes."

"There's the idea that you can take a yoga class in these clothes, and go meet your girlfriends for brunch," said Michael Mosca, vice president of merchandising.

The beauty is also in the details. The new line is loaded with "reflective pops" for nighttime activities, colorful cross stitching, key pockets in all shorts, and a variety of technical sports fabrics specifically tailored to each article.

Esentially, City Sports has taken it up a notch, without sacrificing price or quality said Nichole Ash, head of development and production at the sports store.

"For our core customers, we wanted to make it affordable for them," she said.

"There's no middle man, so we have the ability to offer it at a lower price," added Chrissy Durden, head of design.

With a completely in-house operation, the two women are the entire design team of City Sports. The line was introduced last week at the Boylston Street location, and is tricking into the six other Boston stores, and about a dozen along the East coast.

They work out of a small office in the North End, and the clothes they make are tested out first by the store's sales associates. 

"We'll say, 'Hey, who's going for a run at lunch? Put this on,'" Ash said.

They've been working for 18 months on the new line, and designed much of it around customer feedback.

"One of the things we heard was women in general want longer tops," Durden said. "And definitely on the men's side we heard a little more tailored to the body."

They brought in a fit specialist, and also introduced darker, more neutral shades for men that provide some color, but don't go over the top. The womens' line is bright and fresh, with a lot of pinks and lighter tones for the spring season.

They also put a lot of thought into the material. 

"Sometimes the technical fabrics aren't so flattering," Durden said. They carefully choose the softness, weight, and wicking properties to maintain a fashionable fit for every piece they designed.

"We're not compromising on the quality," Durden said. "We're sourcing our fabrics from a lot of the same places our premium competitors are."

The result is the versatile look they were going for.

"When we were making this, we were joking that you can go clubbing in it," Ash said, holding up a hot pink flowing yoga shirt. "And this is one where you can literally go to the gym, and go out and run errands."

Ash and Durden hope the new line connects well with customers.

"We really want to the City Sports customer to understand," Durden said, "that this is made exclusively for City Sports.