Ryan Seacrest expands brand
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Ryan Seacrest's Distinction Collection is set to expand into a larger lifestyle brand. This means the inclusion of activewear, or what the brand is referring to as "lifewear." That also means for the first time ever sportswear will be merchandised in Macy's tailored suiting section.
The new lifewear category will be offered in 150 Macy's stores beginning in September. The brand is exclusive to Macy's Inc., and has been one of the strongest performing brands at the store according to Seacrest's team.
“Ryan Seacrest is the definition of a modern man, building a multimedia empire all while impeccably dressed,” said Karin Darmanin, Macy’s executive vice president of men’s and kids, in a statement. “His dynamic life inspires the designs behind Ryan Seacrest Distinction. Ryan knows the importance of day-to-night dressing, as he navigates between his morning radio show, daily business meetings and red carpet events. His collection for Macy’s now includes essential pieces designed to coordinate with the suiting, that offer great versatility and fashion for a modern career.”
The new category expansion comes just a few months after Seacrest brought on creative director Matteo Gottardi six months ago.
New items featured in the collection will include outerwear, wovens and knits. It is not athleisure though, as Gottardi noted that lifewear pieces are meant to be worn with more of a blazer.