Lekondo'sOntology of Fashion Brands

2113 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Under Armour

Under Armour is an American sportswear brand specializing in performance apparel, footwear, and accessories. Its aesthetic emphasizes technical utility and athletic functionality. The brand represents a subculture of competitive sports and physical training, prioritizing an ethos of endurance, moisture management, and high-intensity performance.

Fashion History

Kevin Plank founded Under Armour in 1996, operating initially from his grandmother’s basement in Washington, D.C. The brand gained significance by introducing synthetic, moisture-wicking base layers designed to keep athletes dry. This innovation challenged the dominance of cotton in athletic wear. In fashion history, Under Armour played a pivotal role in the mainstream adoption of compression garments and technical textiles, influencing the development of the modern performance apparel market.

Family

Under Armour Project Rockline
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