Japanese sportswear brand Descente to expand presence in the US

Japanese athletic apparel brand Descente is establishing a wholly-owned subsidiary in Atlanta to sell its entire portfolio in North America. The new company will be called Descente Athletic Americas Inc. An accompanying e-commerce website is set to launch this fall.

“The sportswear market is at an interesting time where consumers are either gravitating toward disposable fashion, or fewer but higher quality garments”, said Fritz Tayor, President of Descente’s American subsidiary, in a statement. “I really believe that with what’s going on in the market and with consumers, there’s a good opportunity for us to build this new business and strengthen market share”.

Descente currently distributes its snow line in North America through Descente Mountain Americas (DMA), a company headquartered in Layton, Utah and Vancouver, British Columbia. “DMA will continue to operate as a separate entity, focusing on distribution to specialty snow shops. The newly formed DAA will offer an expanded lifestyle assortment targeted to an aspirational urban customer”, explained the company.

Founded in 1935 in Osaka, Descente owns a portfolio of 16 in-house, purchased and licensed brands.

Photo: Descente Facebook