Growth in activewear may be slowing, but significant opportunity remains at the intersection of fashion and fitness — whatever people say about the term athleisure.
Now, the fashion agenda is being set by the most glowing and virile among us. Maybe it’s the omnipresence of iPhone cameras that has us obsessed with working out. Perhaps the shift a natural counter-reaction to the hedonistic self-destruction of the post-crash years: wellness is now the ultimate luxury.
The current moment is all about dialing in your gym fit—and for the first time in recorded history it’s finally possible to look downright fashionable while you’re sweating. Fashion and sport are no longer competing cliques in the high school cafeteria, and a plethora of new brands—from Nike-led collaborations to insurgent upstarts—are turning out highly advanced workout gear that doesn’t look out of place at fashion week.
Athleisure as we know it today evolved from a century-long history of American sportswear into its own unique trend that capitalizes on both our society's emphasis on comfort and the technology that allowed for advanced synthetic fibers. A hundred years ago, people wore clothes that were dictated by the event they were attending, but modern-day athleisure is for people who want a one-size-fits-all approach to their wardrobe: What can take me from running errands to work to the gym? Basically, American fashion became sports-crazed (or at least obsessed with appearing sporty) and as it developed, the fashion industry responded to consumers' demands... - 4 minutes ago