DESCENTE, a distinguished Japanese brand renowned for its design-driven, high-end professional sports apparel, has entered the Southeast Asian market with its first store at The Exchange TRX.
Established in the 1930s with an initial focus on skiwear, DESCENTE has grown into a global brand epitomising ‘functional beauty’. The brand offers meticulously-crafted sportswear for fitness, running, cycling, golf, and skiing. Each piece is designed with advanced technology and innovative features to meet the demands of athletes striving for excellence, ensuring physical performance and mental confidence without compromising style.
Design That Moves
“Descente” is a French word meaning “downhill skiing”. The DESCENTE signature arrow logo – known as the “Spirit Mark” – represents the basic skiing techniques of “schuss”, “traverse”, and “sideslip”. It harkens back to the brand’s origins in skiing, symbolising DESCENTE’s bold spirit – always faithful to its grassroots manufacturing integrity and continually striving for perfection and contemporary appeal through the pursuit of functional beauty and cutting-edge sports science.
At the heart of DESCENTE is the brand spirit encapsulated by the mantra “Design that Moves,” reflecting the brand’s commitment to creating sportswear that enhances movement and performance. This philosophy is ingrained in every product, ensuring athletes can push their boundaries and achieve their best. DESCENTE’s innovative approach is evident in its cutting-edge product technologies tailored for key sports such as triathlon, golf, and skiing.
The brand innovates and integrates technologies, including Motion 3D fabric patterns designed to mirror the specific movements your body makes as it moves, turns, and stretches, allowing for optimal performance. DESCENTE’s Infinite Movement combines Motion 3D patterns, 4-way Stretch fabric, Toray Dermizax elastic lamination, inner stretch liner, and more to provide a full range of motion for improved comfort, mobility, and performance.
Throughout its 89-year history, DESCENTE has been a leader in sportswear innovation and collaboration. Notably, in 1980, DESCENTE’s ‘Golden Suit’ enabled Eric Heiden to secure five Gold Medals at the Lake Placid Olympics. At the 2022 Beijing Winter Olympics, DESCENTE outfitted elite Teams such as the Swiss National Alpine Ski Team, German National Bobsleigh and Skeleton Team, and Canadian National Speed Skating Team. In 2023, DESCENTE expanded its influence by partnering with the Chinese National Snowboarding Halfpipe Team and the Chinese National Alpine Ski Team. Most recently, DESCENTE’s global ambassador Xander Schauffele, adorned in DESCENTE golf attire, triumphed at the 2024 PGA Championship, securing his first major championship victory in his professional career.
Unveiling DESCENTE’s First Southeast Asian Store
Now open for customers to visit and experience firsthand, the new DESCENTE store in Kuala Lumpur presents a comprehensive range of collections catering to the needs of athletes and everyday wearers alike, showcasing exceptional quality and innovative designs.
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