New York-based Belgian menswear designer Tim Coppens' collection for 'UAS,' a line from Baltimore-based athletic brand Under Armour, is a major departure from Under Armour's regular aesthetic. Though the visual outcome one might expect would be similar streetwear or vibrantly patterned fitness apparel, Coppen's collection for UAS is sophisticated and preppy. The line includes unexpected forms of clothing -- like suits, chinos and oxfords -- mixed in with regular sportswear like hoodies. As Vogue points out, Coppens used "Under Armour’s high-tech resources to the test with his own twists on familiar tropes. For instance, leather boots had tire-tread soles, chinos came in a water-repellent fabric, and a puffer coat was sleek and sculptural thanks to zero stitches."
The UAS collection converges high-fashion and athleticism to redirect its apparel focus. The new image fits Under Armour's main target market of young professionals in their twenties and mid-thirties.