Kuala Lumpur, Malaysia – Premium sportswear brand DESCENTE has announced its entry into the Southeast Asian market with the grand opening of its first flagship store at The Exchange TRX in Kuala Lumpur.
DESCENTE, renowned for its high-performance apparel that seamlessly blends design and functionality, offers a wide range of meticulously crafted sportswear for various activities, including fitness, running, cycling, golf, and skiing. Each piece is meticulously engineered with advanced technologies and innovative features to empower athletes of all levels to achieve their peak performance while maintaining comfort and style.
“Design That Moves” Philosophy
The brand’s name, “Descente” (meaning “downhill skiing” in French), reflects its rich heritage in winter sports. The signature “Spirit Mark” logo, an arrow symbolizing the fundamental skiing techniques, embodies DESCENTE’s unwavering commitment to its roots and its relentless pursuit of excellence. This philosophy, captured by the mantra “Design That Moves,” translates into every DESCENTE product, ensuring athletes can move freely and reach their full potential.
Technology and Innovation at the Core
DESCENTE is a frontrunner in sportswear innovation, continuously developing cutting-edge technologies to enhance athletic performance. Examples include Motion 3D, a fabric patterning system that mimics the body’s natural movements, and Infinite Movement, a combination of technologies that delivers exceptional comfort, mobility, and a full range of motion.
A Legacy of Championing Athletes
Throughout its nearly nine-decade history, DESCENTE has played a pivotal role in the sporting world. From the legendary “Golden Suit” that propelled Eric Heiden to five gold medals at the 1980 Lake Placid Olympics to outfitting elite teams like the Swiss National Alpine Ski Team and the Canadian National Speed Skating Team at the 2022 Beijing Winter Olympics, DESCENTE’s commitment to athlete success is undeniable. Most recently, DESCENTE’s global ambassador, Xander Schauffele, secured his first major championship victory at the 2024 PGA Championship while clad in DESCENTE golf attire.
Experience DESCENTE at The Exchange TRX
The new DESCENTE store at The Exchange TRX offers a comprehensive selection of the brand’s latest collections, catering to both athletes and everyday wearers who appreciate exceptional quality and innovative design.
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