Amazon Launches Due East Apparel, a New Private Label Activewear Brand

As it continues its private label expansion, Amazon has quietly launched a women’s activewear brand called Due East Apparel, we are seeing.

Currently Due East Apparel lists 8 items, ranging from sports bras to yoga pants, yoga shirts, and exercise shirts. Amazon’s product description reads: “Due East Apparel – Fashion meets Function, we had been trying to add more design elements on activewears while retaining their functions and our series will cover sports bras, shorts, tops, leggings and more. Due East Apparel: Being ‘Trend Conscious’.”

Due East is not Amazon’s first yoga gear label. Just last month, Amazon launched Truity, a new private label “professional yoga” brand, we found. Amazon has launched yoga pants and athletic apparel under a number of its other private label brands, including Core 10, Mint Lilac, 7Goals, and others.

We’ve added Due East Apparel to the TJI Amazon Brand Database. To track Amazon’s efforts on an ongoing basis, subscribe to the TJI Amazon Briefing.

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