Hoodies and tees have always been a no-brainer for the collegiate market, but soft, comfy clothing with style has never been more popular for all ages. Office dress codes have trended more toward casual since the pandemic, and people want transitional clothing that can go from the office to the gym to the weekend without missing a beat.
Even fashion maven Tim Gunn, who a decade ago tweeted, “When it comes to dressing, comfort is overrated,” has come to appreciate comfortable clothing, and high-fashion designers like Stella McCartney are jumping on the athleisure train.
“There’s been a shift in wanting to feel comfortable but still feel fashionable and professional,” says Lauren Esser. “There’s just this desire to feel good in the clothes that you’re wearing and still feel appropriate to meet with customers and be in the office or be remote, and then it also makes it easier to swing over to the gym or maybe go for a walk over your lunch break.”
Wellness and embracing the whole person at work have become bywords over the past few years, and catering to comfort with athleisurewear options is a subtle way to show that a company cares about its employees and customers. Transitional garments that people can feel appropriate wearing in a variety of settings – including on their days off – also contributes to a sense of work-life balance, and more relaxed dress codes have become an important tool for employee retention.
“I’m not saying that you can just come in your pajamas. There’s a huge difference,” says Esser, “but you can still be put together but feel comfortable.”
Athleisure is naturally a huge market for colleges and universities, but companies and brands can tap into team spirit with these styles, too. Companies of all kinds are outfitting their teams in athleisurewear for trade shows and more, especially those looking to project a relatable, fun image.
“Certain clients don’t want to be perceived as being too serious or corporate, so there’s also that dynamic,” says Esser. “The way that they dress and present themselves can say a lot about the company. … It comes back down to branding and how brands want to distinguish themselves and what feel and vibe they want to present.”
At the same time, casual is getting less casual as buyers increasingly focus on value and aligning their brands with the impression of quality. Promo suppliers are offering their own retail-inspired versions of trending athleisurewear, and customers are excited to see these pieces.