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The New Lululemons

Two boutique fitness outfitters are making their New York debuts in Soho: Sweaty Betty (77 Mercer St., nr. Spring St.; August 28) and Aether (13 Crosby St., nr. Grand St.; early October). Here, a breakdown for the Soul Cycle–Bikram–Bootcamp set.


Sweaty Betty

Company backstory: Founded in 1998 by a British former lingerie buyer.

Maiden location: A tiny boutique in Notting Hill.

The new space: 1,000 square feet; retro-gym-equipment décor.

Will appeal to ... Publicist who does barre method on her lunch hour.

In-store classes: At least two each week, one Pilates or yoga and one “sweat” class in the downstairs studio.

The actual garments: Sweat-wicking fabric, in styles tailored for yoga, dancing, and spinning; women’s only ($30 to $350).

Post-workout drinks potential: Flattering cuts, but the details (reflective logo, neon piping) clearly say “gym.”

Chance of showing rear, à la Lululemon: Medium-low; their dance leggings have sheer mesh panels, but are clearly marked as such.


Company backstory: Founded in 2009 by two L.A. film producers.

Maiden location: Three stacked shipping containers in San Francisco.

The new space: 2,000 square feet; custom-made modular displays.

Will appeal to ... Graphic designer with a cabin in the Adirondacks and an apartment in Paris.

In-store classes: None.

The actual garments: Great breathability, with features like waterproof fabric for outdoor sports; women’s and men’s ($40 to $800).

Post-workout drinks potential: Muted colors and slim-but- not-snug fits evoke Intermix-style leggings and tees.

Chance of showing rear, à la Lululemon: Very low; all leggings are sufficiently opaque.


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