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Women’s soccer players are doing it for themselves. As the sport grows, so does their ability to build personal brands, and consequently to monetize those brands. The latest in player business projects is Re-inc, a clothing brand from founders Megan Rapinoe, Christen Press, Meghan Klingenberg, and Tobin Heath. Re-inc bills itself as “a lifestyle brand to challenge the status quo” and “rejects both masculine and feminine labels and is not confined to gender normative design.” But despite this language, the business itself is in conflict with the reality of many in their target audience. Re-inc is a challenging of streetwear culture, and of clothing design in general, positioning itself as being gender neutral and “a distinct look for every unique body.” A representative for Re-inc told All for XI by e-mail that they are committed to ethical manufacturing, using ethically sourced materials at a factory in China where approximately 80% of the employees are women that “pays the highest wages in the region,” although they did not respond to a request for confirmation of which region that is. Their streetwear is priced comparable to the existing market: $150 for sweatpants or a hoodie...

Why The Athleisure Business Continues To Defy Gravity

It’s been about 20 years since lululemon first introduced what are now known as “yoga pants.” Although yoga is ancient, today it seems inconceivable that yoga would be practiced without the relevant apparel. Active bottoms and leggings alone are now a $1 billion industry according to NPD Group analyst Marshal Cohen. But lululemon and other makers of yoga-related fashion aren’t limited to yoga, they’ve expanded well beyond that and most of what they now make isn’t used for yoga at all. For tapping into that trend and expanding it, lululemon has a total company value of about $15 billion. I recently caught up with my colleague Kim Karmitz who has been doing work with related companies. She explains that lululemon is not alone in benefiting from growth in the yoga business. “It’s not just the big players like adidas, Under Armour  and Nike that have grown with yoga,” Karmitz says. ‘“There’s a plethora of smaller companies that have grown up in the same market. They have spawned a much bigger industry than just yoga pants and that’s what we now call ‘athleisure’.” Karmitz says the athleisure market is different from almost anything that has come before it. Often in the fashion...