Industry insider’s share their thoughts.
When we design product (Roxy, pictured) we take inspiration from trends in fashion and reinterpret them so they have the performance attributes needed in an active garment (breathability, range of motion, sport-specific details). We see trends in fashion fabrics and work with mills to reinterpret the fabric and add attributes such as water resistance, wicking, or a faster dry time. Looking like you’ve worked out is a trend in itself.
We feel technical needs are as important as fashion needs and consumers want products that are going to perform well and look good. If you take a jacket from our new Adventure Series (pictured) you will find it satisfies both needs. For example, the fit is more tailored than a ski jacket but the waterproof and breathable fabrics that we use allow the wearer to stay warm and dry.
The biggest influence fashion has is through fabrics, colour and silhouettes. The fashion trend for deconstructed tops and leggings means that’s what people will want in sportswear (Sweaty Betty, pictured). However, a loose T-shirt won’t be ideal for yoga, so we have to find ways to make it stay put.
For as long as the two have existed, fashion has influenced sportswear. But it was in the 1980s that sportswear made the transition to everyday wardrobes. Once intended for end use, today’s consumer now looks for sportswear that can be worn in and out of the gym, meaning it has to be well designed while still being aesthetically pleasing (Quiksilver, pictured) .