Innovative activewear brand from SMU grad tees up debut in Park Cities Dallas

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Dallas golfers have a new destination for high-performance apparel.

A new premium activewear shop is ready to play in the Park Cities, thanks to an SMU alumnus: Tasc will debut at the Pavilion on Lovers Lane on Saturday, August 19.

New Orleans-based Tasc (stylized lowercase "tasc") sells athleisure and activewear that uses natural materials - such as bamboo, beechwood, and organic cotton - that helps wick away moisture, guard against odor, and deliver better performance, fit, and durability, the company says.

The line features men’s and women’s collections and includes t-shirts, shorts, polos, sports bras, leggings, tanks, and more. There's apparel for golf, tennis, yoga, running/cardio, gym-training, sleeping, and lounging. Prices appear to start around $44 for a women's tank and $32 for a men's crew-neck t-shirt.

This will be Tasc's first Dallas store and fourth nationwide (after New Orleans; Birmingham, Alabama; and Houston). The location makes sense for CEO and co-founder Todd Andrews, who spent cherished time on the Hilltop of SMU.

"As an SMU graduate, I have always felt at home here,” Andrews says in a release. “My amazing college experience inspired me to pursue Dallas as a marquee retail store location. The Highland Park area is the ideal fit for our family-founded brand, and we look forward to engaging with this dynamic community.”

Tasc was launched in 2009 with a mission "to reimagine active lifestyle apparel" through their fabrics and production process, they say. According to the website, the company sources their own materials, created their own processes and technical fabrics, and has a commitment to sustainability.

"We are committed to using at least 85 percent sustainable (plant-based + recycled) materials in our products by 2024," they say on their website. "The path to better is not easy, but necessary."

Production is done in a family-owned factory in southern India, where they support workers with housing, food, healthcare, and wages that are 18 percent higher than the local average, they say.

Tasc recently partnered with PGA tour player Eric Cole as a brand ambassador. He'll be sporting Tasc logo-emblazoned apparel during competitions and will be making appearances on the company's behalf.

The new Dallas store is at 5710 W. Lovers Ln. #103 and is managed by Carol Lumpkin, who became a fan of the brand before she became an employee, she says.

“Being a native Texan, I was initially drawn to Tasc because of their exceptional values, commitment to community, and genuine love of sports” Lumpkin says in the release. “I’ve fallen in love with Tasc’s premium fabrics and amazing designs. I couldn’t be more excited to share this wonderful brand with our community, as we open our first store in North Texas.”

A grand opening celebration will take place 11 am-3 pm Saturday, August 19. Regular store hours will be 10 am-6 pm Monday-Saturday.