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Descente Athletic Collection to Break in U.S. Market

After more than eight decades making its mark in the Asian market, Descente is setting its sights on America.
The Japanese athletic brand has created a wholly owned North American subsidiary, Descente Athletic Americas Inc., that is based in Atlanta, as well as an e-commerce site that will launch today.
Although Descente has sold its Mountain ski collection in the U.S. for some time, this marks the first time its Athletic lifestyle offering will be sold in America.
Fritz Taylor, a 30-year veteran whose résumé includes Nike, Under Armour, Brooks and Mizuno, has been tapped to serve as president of Descente Athletic Americas and to introduce the collection to the U.S. market.
Taylor admitted that when he was approached by Descente to join the company, he wasn’t interested. “The market is so crowded. Do we really need another sportswear brand?” he asked. But he agreed to make the trip to the brand’s Japanese headquarters, where he was impressed by Descente’s craftsmanship and innovation. “I felt like there was something really unique there,” he said, so he agreed to join.
“The sportswear market is at an interesting time where consumers are either gravitating toward disposable fashion or fewer but higher-quality garments,” Taylor added. “Our attitude is

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Via:: https://wwd.com/menswear-news/mens-sportswear/descente-athletic-collection-to-break-in-u-s-market-1202790435/