Kohls announced this week the launch of a new specialty athleisure private brand, FLX, available beginning March 2021. With offerings for both men and women, FLX, pronounced “flex,” is a modern athleisure brand featuring stylish active separates made with high-quality performance fabrics and functional details. In addition to a year-round collection of core apparel — including bottoms, shorts and tees — the brand assortment will be refreshed seasonally with key transitional items, including fleece, jackets and layering pieces.

Doug Howe, Kohl’s chief merchandising officer

“Kohl’s is excited to introduce FLX, a new specialty athleisure brand, to our brand portfolio as we work to continue strengthening our position as a destination for active and casual apparel,” said Doug Howe, Kohl’s chief merchandising officer. “As customers have been increasingly shopping for a more comfortable and casual lifestyle, Kohl’s identified a plan to more aggressively serve as the most trusted retailer of choice in these categories. With an emphasis on high-quality athleisure, FLX fills a white space in our current private brand portfolio and will be a great answer to these growing consumer trends.”

Designed for premium comfort and style, FLX offers versatile pieces for life at home or on-the-go — such as a comfy traveler pant, multi-use loungewear or packable jacket. The assortment is also size-inclusive, available in plus and big & tall sizes, and the entire FLX collection was made using sustainable methods and materials.