Legwear Private-Label Design
I had the chance to develop legwear for Dick's Sporting Goods' private-label brands: Calia by Carrie Underwood and Walter Hagen. Our design team focused on brand-right aesthetic and color, support and breathability, and athletic performance. We continued to analyze the needs of modern sports enthusiasts and use innovative legwear features to create the best possible sock in each sector.
All products and images included on this page are the property of United Legwear & Apparel Co. and Dick's Sporting Goods
BRAND
Brand Identity
Calia:
"We’re all about creating activewear that moves with you through every part of your day. We create reimagined essentials that support your active life without sacrificing style: every piece is thoughtfully designed with real women in mind." -caliaofficial.com
Walter Hagen:
"Named after the legendary golfer Walter Hagen, the brand aims to bring classic style and modern performance to the course. Walter Hagen offers essential golf garments for men and women, from polos and pants to shorts and outerwear." -thewalterhagen.com
Target Customer
Calia:
The Calia girl is focused on both comfort and fitness, and she looks for clothes that look stylish and feel better. Calia is for all women who are looking for support in their version of movement in all parts of their life, whether you’re hitting the gym, running errands, or finding moments of rest.
Walter Hagen:
The Walter Hagen customer is a regular golfer with an appreciation for the legacy of the game. He looks for high-quality, comfortable attire that enables freedom of movement throughout the golf swing. He values performance products that have a classic look and keep up with the demands of the modern game.
TEAM
Director of Design & Merchandising / Designer / Asst. Designer / Photo Team / Packaging Team
Roles & Responsibilities
As an assistant designer, my role was to support the design team with end-to-end line creation. This includes conducting and presenting research, proposing design initiatives, drawing CADs, writing techpacks, sample requests and approval, and completing rounds of design edits to meet DSG's client needs.
"Sports Matter."
RESEARCH & PROCESS
Research and Development
Each season, the team would conduct online market research, trend research, and in-person shopping research to help prepare for the development of the line.
Design Process
The team identified the needs of DSG's movement-focused customer, and crafted design proposals with techincal feautres and aesthetic details tailored to these needs. This included aligning goals with the in-house design team at DSG and combining their design direction with our specialized knowledge of the legwear market.
Sample Process
The sample process for Calia and Walter Hagen samples focused heavily on gripper application development and graphic execution on knit-in patterns, respectively. Along with the other members of the team, I managed the sampling processes with multiple factory partners to enhance the appearance of samples and meet our clients' asks.
"We believe that movement is beautiful in all its forms."
-caliaofficial.com
"We carry on Hagen’s legacy of quality and innovation."
-thewalterhagen.com
Product Overview
CALIA
WALTER HAGEN
Reimagined Essentials. Versatility. Quality You Can Feel. Style That Moves With You.
Calia focuses on creating reimagined essentials that perfectly balance performance and style. Our pieces range from athletic apparel, swimwear, shoes, accessories, and lastly socks, which our design team had ownership over. All pieces are thoughtfully designed with real women in mind, featuring technical fabrics and beautiful details that transition seamlessly through your active life.
Timeless Style. Playable Comfort. Flattering Fit. Quality Craftsmanship.
Walter Hagen features essentials like polos and pants in classic styles, with moisture-wicking performance to keep golfers cool and dry. Beyond the basics, Walter Hagen also equips golfers to play in any conditions. Lightweight pullovers and 1/4 zips lend warmth without restricting movement. They also feature accessories like belts and socks, which were the focus of our design team.
Calia Legwear
Women's Scrunch Sock 2-Pack
Clean. Classic. Quality.
Calia's Scrunch sock is made for fitness and lifestyle, for anything from basketball to running to going to the grocery store.
With a chunky rib, trending slouch fit, and branded woven label, this sock is a customer-favorite season after season. This style exemplifies the intersections between performance, style, and versatility.
Women's Gripper Crew Socks 2-Pack
Calia's gripper sock offers all the technical grip ability needed for pilates, barre class, yoga, dance, and all other floor-based athletics! I led the design initiative to improve the performance of this customer favorite.
This style has been through several rounds of design updates to keep it aligned with current trends and continue to challenge the expectations of the DSG customers.
Women's Golf Quarter Crew Sock 2-Pack
This specialized style focuses on the needs and sensitivities of the Calia golfer. This style features a classic horizontal stripe, marled footbed with accent stripes, arch support, and breathable mesh to ensure comfort all day on the green.
As a favorite of the DSG and Calia customers, this style has developed a legacy. As a member of the design team, I was able to propose new colors each season to keep this style fresh and market-right.
Women's Gripper Crew Socks 2-Pack
Calia also offers their classic grip style in a low-cut silhouette with a heel tab for ease of wear. This style provides an alternative fit for the Calia consumer interested in floor sports.
Walter Hagen Legwear
Men's Novelty Crew Sock 1-Pack
"For cooler weather or players who prefer more support, the crew length extends several inches up the calf. These provide additional warmth and protection, especially useful for early morning rounds or play in transitional seasons.
The crew socks also feature the most comprehensive cushioning system in the Walter Hagen lineup, with extra padding extending further up the ankle for added support. I reserve these for tournament play when I know I’ll be on my feet for extended periods."
-thewalterhagen.com
CALIA Women's Gripper Crew Socks 2-Pack
Crafted with recycled polyester, these ultra-soft, breathable socks feel like a warm hug for your feet. A sweet embroidered heart detail on the cuff adds a touch of whimsy, making every step a little more special. Perfectly packaged and ready to gift, this set is a delightful way to share the love — whether it's for someone special or just a well-deserved treat for yourself.