GO BIG OR GO HOME

Men's Health (Singapore) - - STYLE -

WITH MORE LUX­URY BRANDS TURN­ING THEIR AT­TEN­TION TO ATH­LEISURE, THE PREVA­LENT TREND HAS BE­COME A HIGH-STAKES GAME. If you haven’t re­alised, “ath­leisure” is al­ready an of­fi­cial word in the Ox­ford Dic­tionary – and that speaks a lot about its im­pact and in­flu­ence. Mor­gan Stan­ley re­ported that ath­leisure sales to­talled US$97 bil­lion last year, and the in­dus­try would con­tinue to grow by 30 per­cent in the next three years.

It is no sur­prise, then, that big-name fash­ion houses have joined the fray, at­tempt­ing to roll out pre­mium ap­parel and footwear tar­get­ing con­sumers with deeper pock­ets. Some of these hefty pieces have been cre­ated for dis­tinct pur­poses – like Zegna’s ski range (left) – while others have been en­gi­neered via R&D labs to heighten com­fort and per­for­mance.

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