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DIVING IN: Vimmia is taking on Lululemon and Athleta in the activewear segment. The new brand, founded by Ardy Raminfar, who is also behind the brands Heather and Bordeaux, which is sold exclusively at Anthropologie, is launching with 30 pieces, including tops, bottoms, jackets and sports bras priced from $65 to $200. Raminfar explained the pieces are made from a mix of the fabrics Supplex, Lycra and Amni Nylon with a range of performance attributes such as being antibacterial, moisture wicking, having sun protection against UVA and UVB rays and providing compression to slenderize and increase blood flow, but also up the style quotient with an abundance of seam, pleat and slash details. “The overall population is becoming much more relaxed and wants to be comfortable. Denim for a long time fulfilled that role and we feel, if we give our leggings and pants enough fashion and design, we can put a dent in the denim market,” said Raminfar. Vimmia’s distribution network to start consists of fitness studios, hotels, spas and high-end specialty boutiques, but Raminfar said departmentstores have expressed interest in the brand as well. Among the locations that have picked up Vimmia’s debut fall collection are Golden Door, Jigsaw, Spa Esmeralda and select Equinox, Pure Barre and Pilates Plus units.