APL is doubling down on innovation as it gears up for a robust calendar of releases in the seasons ahead.
The Los Angeles-based luxury performance athletic footwear brand’s first launch of the year comes in the form of the new running sneaker called the Veil. For co-founders Adam and Ryan Goldston, the Veil is a natural evolution of its bestselling Streamline sneaker, which launched in 2021.
“We’re famous for a TechLoom, but the AeroLux is one of our materials that we spent a lot of time engineering, so this is the most updated version,” Adam Goldston told FN in an interview. “It’s based on feedback, not only from our internal wear testers, but from a lot of our customers who’ve bought our Streamline, Podium and other silhouettes. So, the things that we’ve learned through engineering those products, bring us into what we’ve done with the Veil.”
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Named for the boundary between air and earth, the Veil features a segmented AeroLux+ mesh upper with aerodynamic laminar flow lines, a stretch TechLoom tongue with gussets, and Zipline eyelets paired with a lightweight cord lacing system and quick-pull lock. An external heel cup with integrated pull-tab provides stability, while a smooth, sculpted midsole with Heavenly Ride foam delivers comfort.
As for how this launch plays in the brothers’ overall strategy, Adam Goldston noted that the Veil adds to the idea of outfitting the APL customer for all of their shoe needs. “I think about it from the standpoint of a customer having different APL products that we’ll bring out, whether it’s later this year or into 2027,” he said. “We’re thinking about architecting what the closet looks like for our customer in terms of the performance and luxury footwear they’re getting from us.”
“Knowing how Adam and I have incorporated the Veil into our lives from a performance standpoint, but then also how it complements the hero silhouettes that already existed APL, this launch is a really exciting thing,” Ryan Goldston added. “So what I would say is, when you think about the future of the brand and a product like this, it’s thinking about adding a new element, so that each product in our assortment is differentiated, and we’re building out what the world of APL looks like.”
Looking ahead, the Goldstons are promising more newness from APL.
“We have another new shoe slated to release next month,” Adam Goldston said. “We do have a lot of newness coming, specifically this year, and then in 2027 and 2028 will be huge years for us. The veil is, I don’t want to say the start, because, we’ve had innovative product across the last few years, but this is the beginning of a very exciting innovation pipeline that we have that’s coming over the next 24 to 36 months.”
APL’s new Veil sneaker, which retails for $350, is now available on the brand’s website and at its flagship stores at The Grove in Los Angeles and in SoHo In New York City, as well as exclusively at Bloomingdale’s, Revolve and Shopbop.