Dive Brief:

• Shannon Wilson, Chip Wilson’s wife​ and formerly Lululemon’s head designer, in July launched a retailer of high-end basics with Chip Wilson’s son J.J. Wilson. 

• The brand, Kit and Ace, features high-tech fabrics like cashmere-blends, which it calls "technical cashmere," in its t-shirts and other basics in white, black, grey, and other subtle hues.

• The retailer is opening pop-ups in San Francisco, New York, and Toronto in addition to its store in Vancouver, Canada. Five permanent North American stores are planned. 

Dive Insight:

When Lululemon first launched, it hit gold, inspiring a fleet of imitators that have become fierce competitors. It’s far from clear if Kit and Ace will have that kind of luck. A lot depends on whether these very basic basics seem to be made of fabrics that wash, wear, and perform well, and can maintain a “better” vibe.

The company will also need financial backing from the right partner and the level of talent that can manage the creative and operational sides.