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The Answer to America's Love/Hate Relationship With Leggings

Screenshot via A Ruby
Screenshot via A Ruby

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Leggings for day often provoke the "those aren't real pants" reaction. But what if someone were to make pairs that refuse to double as gym wear? The daytime legging market has yet to be conquered, but former Club Monaco executive Avra Myers is betting that it's a potential goldmine and she's launched a pant-like leggings line, A Ruby, to prove it.

Gone are the stretched-out black leggings with threadbare fabric barely covering the delicate bits. In their place are "quintessentials," a selection of high quality, basic clothing designed to fit into every woman's wardrobe. The new leggings are going for $75 to $99 and, surprisingly, might be able to pass as a normal pair of pants in a public setting.

Myers relied on her Club Monaco background when developing the line, making sure that nothing hit a price point above $100 because, as she put it, "we had a lot of action [at Club Monaco] in that under-$100 price point. I wanted to hit that again." Her strategy is ambitious to say the least—while every product rings in at under $100, Myers is estimating that the company will do $850,000 in net sales in its first year.
· A Ruby Aims to Solve Leggings Problem [WWD]
· Qatar Politely Asks Tourists to Leave Their Leggings at Home [Racked]
· Found and Road-Tested: Ten Perfect Pairs of Leggings [Racked]