Designer jeans are dying and yoga pants are to blame, as Americans now are buying less denim and more athleisure wear. It’s a trend that led cousins Kara Baker and Kat Cochan to open Move Athleisure, Fort Worth's first homegrown boutique devoted entirely to the casual apparel.

Move recently opened its doors at 3244 West 7th St., on the ground floor of Museum Place.

For the uninitiated, athleisure wear is clothing that’s designed for working out but also can be worn in social and (some) workplace settings. “A lot of my stuff takes you from the gym to out to dinner,” says Baker.

She operates the shop while Cochran, who lives in Longview and owns a similar concept called Move Athletic, works with the vendors. Both women are TCU alumna. Cochran was a fashion major who spent time working for Neiman Marcus in California. The business endeavor is the first for Baker, who has no prior retail experience.

“With her contacts and my funds, we were able to make this happen,” Baker says. “A lot of our brands are out of L.A. and New York — different brands you don’t find anywhere around here.”

Those brands include the very pricey Ultracor (one of J. Lo’s faves for pants thanks to laser-cut fabric and a built-in panty, says Baker) to the more casual Lanston. The store also carries more well-known names like Alo and Beyond Yoga. Apparel ranges from pants, tops, bras, and cover-ups to humorous tees (with quotes like “Sunday Night Scaries” and “Gangster Nap”), dresses, tennis skirts, and casual shoes. Baker is working on adding more men’s items.

“We also have a little maternity and XL and XXL sizes,” Baker says. “I don’t want anyone to come in and be told, ‘We don’t have anything for you.’”

Baker admits not every garment in the store is best suited for hardcore workouts like long-distance running or an intense spin class.

“Some stuff you can do both in and some stuff is just leisure wear,” she says. “Like the moto legging — you can wear them with a heel and a jacket. That’s what the Kardashians wear. You know they’re all about the moto legging.”

Lily the shop dog greets customers when they arrive at the 1,200-square-foot space, which is bright with natural light thanks to floor-to-ceiling windows. There’s also a cozy corner for coffee, wine, and a little daytime talk show television.

The store is open Monday through Saturday from 10 am-6 pm, except Thursday, when the hours extend until 8 pm.