To those who know Tory Burch personally, it’s no secret that she is an avid tennis player. In fact, the designer is a regular on the courts of Long Island’s East End, often playing with Gigi Mortimer, a friend and consultant of the house.
On Wednesday, the CFDA Member took her sportif interests one step further when she officially launched the Tory Sport performance activewear line in its new pop-up store at 257 Elizabeth Street.
The location carries much significance for Burch. It is here that, 11 years ago, she introduced her collection, and the rest is history.
For the Tory Sport launch, the designer, in partnership with Kate McCollough, completely remodeled the space: out went the signature Tory orange, in came a breezy all-white interior with pink and navy touches.
“It was fun to create an old-fashioned country club-slash-surf shop atmosphere,” Burch told CFDA.com at the pop-up. “I wanted to keep the location because it is meaningful, but I love this new iteration and evolution.”
Decorative touches at the 1,200 square foot store include courtside seats, canvas-covered armchairs with varsity stripes and a surfboard. Framed fashion illustrations by Kelly Beeman coolly accentuate the space.
It’s the perfect backdrop for the collection, which includes workout clothes, bags, shoes and other accessories for running, tennis and swim, for example, as well as the Coming & Going category of versatile pieces that work for exercising and beyond. Looks include pleated tennis skirts, oversized sweaters and tracksuits.
“I wanted to think of the elegance of sports and then I thought about the Royal Tenenbaums and that Seventies retro vibe,” Burch said. “I love tennis and I am obsessed with Bjorn Borg, who was an inspiration for sure.
“I have wanted to do sport for eight years and I have been working on it for three,” she added. “It’s such an incredible journey of learning and understanding what real function is from a fabric and technical standpoint.
A Tory Sport flagship is slated to open on Fifth Avenue and 20th Street, not far from the company digs. Until then, the collection is available at the pop-up location as well as Torysport.com. There are no shortage of fans. On Wednesday, Marjorie Gubelmann and Bettina Zilkha were at the store, checking out the pieces.
“This is so exciting,” said Marina Rust, giving Burch a congratulatory embrace. “Now I am going to exercise. It’s going to happen.”
