Territory rig
FASHIONABLY FIT No longer a mere trend, active wear continues to take the fashion world by storm, and there’s no better-looking reason to get yourself moving
Working out is big business. Well, at least looking like you’re about to head to the gym or yoga is. The rise and rise of athleisure wear (#SportsLuxe or active wear) is now one of the category leaders for the fashion retail sector.
Designer gym gear (not always at designer prices) continued to fly off the racks during a retail market slowdown and the trend has continued, so much so some commentators have said it’s no longer a trend, it’s here to stay.
The luxury sporting look has become part of the wellness movement, fuelled by social media platforms, in particular Instagram — healthies are the new selfies. The change has been driven by the same people who, just a few years ago, were horrified at the thought of being seen in a tracksuit, but now virtually live in their sportsinspired sartorial choices. Myself included.
IBIS World research says during the five years up to 2016-17, sportswear revenue is expected to have increased by an annualised 7.6 per cent, to reach $2 billion. There really is money in Lycra.
Lorna Jane has long led the charge, so much so the company is hosting its fifth annual Active Nation Day next Sunday. The brand started when (then gym instructor) Lorna Jane Clarkson sewed a one-off pair of leggings in her home in Brisbane. That was in 1989. Now the active wear empire has 200 stores across Australia and the US.
Active Nation Day encourages us to not simply drink coffee, shop or travel in our active wear, but to actually move about in it. And let’s face it, there are some pretty damning health statistics out there, so encouraging people to exercise can only be a good thing. Lorna Jane has events — think boot camps attended by thousands, yoga classes en mass and pilates instead of pie and lattes — planned for all corners of the globe. Learn more at activenationday.com
But it’s not only the global firms and department stores with a slice of the (lowcalorie) pie — Australian-owned fitness-tofashion online store Style Runner kicked off in 2012, stocking a range of labels including Jaggad, owned by a bunch of AFL stars, while Mode Sportif followed in 2013. It branched out into bricks and mortar stores earlier this year.