Retail Round Up: Under Armour

As more and more public schools adopt a uniform dress code, retailers are smart to design products that meet widely used uniform standards. Children's clothing retailers must compete in this market or be left out of game in the battle for a piece of the family back to school budget. I was surprised, but not shocked to learn that Under Armour has entered the school uniform market this fall.

While no longer true with most modern school uniform brands, school uniform fabrics have historically had reputation of being hot and itchy. For this reason, today's athleisure loving generation of uniform kids who are already fans of the UA brand will be anxious to try the new school uniform items. Under Amour isn't a typical clothing retailer. It was founded in 1996 by Kevin Plank, a student at the University of Maryland.  He was a football player that hated changing his sweat soaked t-shirt that he wore under his uniform. He set out to find something better.  As the story goes, he designed the first Under Armoue HeatGear(r) T-shirt with moisture-wicking performance fibers, to keep cool and dry in the hottest conditions. Students wearing hot and itchy school uniforms (true or not) long for clothes to keep them cool and dry. Enter Under Armour as the new player in the school uniform market. 

The boys line includes a simple 4 item line up of shorts, chinos, short sleeve polos and long sleeve polos.  The girls line up includes the same items plus a skort.  Keeping it simple, they offer the same colors in both the boys and the girls collections. The tops are offered in white, navy, red and light blue.  The bottoms come in khaki and navy. Sizes include preschool, boys, husky, girls and plus. They also offer shoes, backpacks and lunch boxes for both boys and girls. Check out the full collection of School Uniforms from Under Armour.

Under Armour Boys' UA Uniform Long Sleeve Polo Super-durable, lightweight fabric keeps you cool  Moisture Transport System wicks sweat & dries fast Stain-resistant construction that won't shrink or fade Small UA brand logo at the bottom hem so you can tuck it in for dress code Cuffed sleeves & drop-tail hem.  Polyester. Imported

Under Armour Boys' UA Uniform Chino Pants Soft, stretchy, breathable fabric delivers all-day, total comfort Moisture Transport System wicks sweat & dries fast Adjustable waistband with hidden hook & eye closure for a perfect fit Flat-front pockets with hidden zipper & back-button pockets Stain-resistant construction keeps them lasting longer Straight leg27" inseam (size 12) Cotton/Polyester/Spandex.  Imported

Under Armour Girls' UA Uniform Skort Soft, stretchy, breathable fabric delivers all-day, total comfort Moisture Transport System wicks sweat & dries fast Flat front waistband that's adjustable with side zipper Stain-resistant construction keeps them lasting longer Flat pleats around the whole skirt Hem hits the top of the knee Light loose bike short underneath skirt  Cotton/Polyester/Spandex Imported

Parents will not be excited to learn that their retail prices are the most expensive in the Uniform Mom price lists when compared to regular retail prices of competing brands. Because they are a new entrant in the market, we will have wait  to see if the items will be included in sales, discount promotions or available through their outlet stores.

While I haven't yet had the chance, I look forward to checking them out in person.  If you (or your child) has tried out any of the items from the Under Armour School Uniform collection, please let us know your thoughts in the comments below.