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The fortification around the term athleisure is one of the most impregnable, protected by the millennials standing for feminism and body imperfections, just to name a few. The first hit of the sweatpants and oversized hoodies in the millennial culture is still though questionable. Some may consider, it was introduced by Lululemon that came down to America all the way from British Columbia, Canada, distributing their black stretchy yoga pants, that girls grew fond of mixing and matching with pretty much everything, from Sunday brunch to casual chic outfits. The trend that might have seemed about to fade dew to a very strong competitor in a face of fashion itself, stabilized on a market, and only showed perpetual growth. Last year, Lulu reported 155 percent growth in the quarter. Purchases of sweatpants, though, were up 80 percent in April — both reported by BOF. With a hit of pandemic in the beginning of 2020, people did not have need to go to the office, or even go out at all. Formal shirts and trousers were substituted by Lululemon leggings and Pangaia sweatsuits. Just because, can anything be even more comfortable?
So when did the crowd first start picking fancy sports clothing over slim fashion outfits?
The financial reports from fashion business sources might help to answer this question, but it is better to take a look at the article in New York Times Magazine written by Irina Aleksander last August, with a Band of Outsiders and Entireworld founder Scott Sternberg’s case in the core.
Analyzing the decadence of the fashion market within the last decade and the kick to global overproduction, Aleksander interviewed the ex-Band director, who now owns a direct-to-consumer line with «no seasons, no shows, no novelty.» The slogan of Entireworld is «The stuff you live in», and, indeed, the roomy sweatsuits have something about them that makes them feel OK to wear out in a combo with fashion trench coats and jewelry.
An truly incredible business mind, Sternberg stepped on a path of comfort-wear, after being a leader in production of preppy slim shirts, masculine skinny ties – they were famous -, and sartorial dresses, one of those was even worn by Michelle Obama once. Technically, the side Sternberg has chosen is free of expectations, free of high commitments and responsibilities. He produces simple sweats, and people buy them!
Does this indicate a new major turn in fashion — the affordable basics under a 100$ is a new sartorial masterpiece, just because it feels comfortable? The evidence right now lays in a very high number of brands, introducing various creative concepts, but all reflecting the same understatement: comfort. Just think about it, what kind of oversized hoodie cannot be found nowadays? Comfort-wear sector is a synonym of a shark tank. Soon as another influencer comes up with a new D.T.C. concept, all hungry sharks attack and steal it. The vivid example is Pangaia, that is identically copied by Talentless. Fashion world has shifted towards athleisure dew to overproduction of ready-to-wear. Does it mean, over time, the reverse process may be caused by overwhelming releases of hoodies and sweats?
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