Flx

FLX is a private label athleisure brand launched by Kohl's, designed to cater to the modern lifestyle with a focus on sustainability and inclusivity. Introduced in March 2021, FLX offers a range of stylish active and casual wear for both women and men, available in more than 300 Kohl's stores and online.

Style and Design: FLX is crafted to meet the diverse needs of today's consumers, emphasizing themes of active and outdoor, travel and leisure, and urban and commuter lifestyles. The collection includes a size-inclusive assortment, featuring plus sizes and big and tall options, ensuring that customers can find premium active and casual apparel that fits well and looks great. The product line includes leggings, joggers, tees, and sweatshirts, as well as trendy commuter styles like dresses, button-downs, blazers, and jackets.

Performance and Comfort: The brand is committed to delivering high-quality performance fabrics and functional details. FLX products are made with innovative materials such as Affirmation and Ascent fabrics, which offer built-in stretch and compression, and performance wool blends that integrate UPF protection, moisture-wicking, and comfort stretch. This focus on performance ensures that FLX apparel is not only fashionable but also functional, suitable for a variety of activities and settings.

Sustainability: Sustainability is at the core of FLX's philosophy. The entire collection is produced using sustainable methods and materials, including sustainably sourced BCI cotton, recycled polyester, recycled nylon, and organic cotton. The brand also utilizes cleaner solutions like BlueSign Certified Fabric, reflecting Kohl's commitment to reducing environmental impact and promoting responsible fashion.

Strategic Positioning: The launch of FLX aligns with Kohl's strategic effort to become the retailer of choice for the active and casual lifestyle. It taps into the ongoing trend of casualization, where consumers are increasingly seeking comfortable, versatile clothing that can be worn in various contexts, from the gym to the office.

In summary, FLX by Kohl's represents a thoughtful blend of style, performance, and sustainability, offering consumers a contemporary take on athleisure that doesn't compromise on quality or ethical standards.