One of Under Armour's top designers described his aesthetic as 'ghetto'

Under Armour SportswearGetty/Mike CoppolaModels walk the runway at Tim Coppens And Under Armour Present UAS Fall 2016 Collection during New York Fashion on September 15, 2016.

NEW YORK — In an interview on stage at the Women’s Wear Daily Men’s Wear Summit on Tuesday, Tim Coppens, owner of his eponymous label and creative director of Under Armour Sportswear, described how he brings his aesthetic to the physical spaces he designs.

“I talk a lot about craftsmanship in what we do. The way we build our studio, the way we build our desks, the way we set up our events space,” Coppens said on stage in an interview with WWD Style Director Alex Badia at the Summit. “There’s also a little bit of ghetto in it.”

“Ghetto?” Badia asked.

“Well, I call it ‘ghetto,’ but it’s like a rough edge,” Coppens said. “It’s a roughness, but it’s a very considered roughness.”

“It’s an art installation,” Badia said.

“It’s artisanal,” Coppens said.

Coppens was tapped in January 2016 to lead the design of Under Armour’s new high-end sportswear and lifestyle apparel division, Under Armour Sportswear. He was tasked with taking the aesthetic from his own line and mixing it with sports-inspired designs.

The line is based less on high-performance sportswear and more on sports-inspired everyday clothing that can be worn casually. It has been criticised for offering more outlandish looks at a higher price point than its athleisure peers, though the newer UAS products are more in line in terms of style and price.

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