Women’s specialty retailer ANN INC. has figured out a way to tap into a somewhat emerging market with their release of fashionable loungewear. The company that established its roots some 60 years ago with Ann Taylor, and followed up with LOFT, has just launched Lou & Grey to appeal to what they call “lifewear” for a client who isn’t looking for yoga pants or pajamas when thinking of what to lounge in everyday at home or in the street. Lou & Grey was conceived out of the success of the loungewear category within the LOFT brand, and has taken on a soft, clean, and relaxed California vibe of its own. SoCal in fact, that they’ve teamed up with artist/model/Ernest Hemingway’s great-granddaughter – Langley Fox Hemmingway, to create illustrations and be the face for their launch campaign. Lou & Grey has opened it’s first concept store in Westport, Connecticut, with plans to open more. It can also still be found within LOFT stores across the country.