LDMA expands into running: 'We’re just getting started'

LDMA is positioning performance as a key driver of future growth with the launch of Drift. The two-piece set, comprising a jacket and a short, marks the brand’s first move into running and high-intensity workouts and builds on its Contour collection introduced earlier this year.

The collection, which launched on Wednesday, is inspired by the understated workout aesthetic of the ’80s and early ’90s, according to the brands.

“This wasn’t about entering a new category simply because we saw an opportunity. It was about creating something we genuinely felt was missing in the market,” the founders, Leland Drummond and Michele Thomas, told FashionUnited via email. “We understand firsthand what women need when they’re out on a run, from how a short fits and moves to the importance of comfort, support and functionality.”

“We’ve always envisioned LDMA as a brand that evolves alongside the women who wear it. While we started in intimates, expanding into running felt like a natural next step because movement has always been at the heart of what we do,” they added.

A retro take on performance

“What we love most about the running aesthetic of the ’80s and early ’90s is that it was an era that simplified performance. Running apparel wasn’t overly complicated or overdesigned. There was an effortless quality to the silhouettes, proportions and styling, and every piece had a clear purpose,” the founders said. “We wanted to bring that same simplicity and nostalgia into Drift, reimagined with modern fabrics and technical details that support how women move today.”

Available in Black and Cobalt, the Drift Jacket retails for 148 dollars and features a breathable mesh lining, underarm ventilation, wind and water resistance, and a hood designed to fit with or without a ponytail. The Drift Short, priced at 98 dollars, is made from lightweight, quick-drying stretch fabric and includes a built-in liner, an adjustable waistband and functional pockets.

“While the collection was inspired by running, every piece was thoughtfully designed to move beyond it, transitioning seamlessly between different sports, workouts and everyday life,” they said.

Tested by runners

The brand tested the collection with a group of runners before launch. “We wanted to create pieces that addressed the little frustrations runners experience, whether it’s shorts that ride up, fabrics that don’t breathe or constantly having to adjust your clothing mid-run,” the founders said.

“We tested the collection with a group of runners to get real feedback on fit, comfort, movement and functionality. It was important to us that these pieces weren’t just designed for running but actually put to the test by women who run.”

Building a performance category

“Performance is a major focus for LDMA and a category we see as an important part of the brand’s future,” the founders said. “As we continue to grow, our goal is to build a strong presence in the performance space, creating pieces that combine technical functionality with the design, fit and versatility that define LDMA.”

“And we’re just getting started. We’re excited to continue expanding our performance offering, exploring new silhouettes, innovative fabrics and designs that balance function and style. We see performance becoming a defining part of LDMA’s identity and an important driver of our growth in the years ahead.”