Athleisure Insights 2023

Athleisure, the fusion of comfort, style, and performance has rapidly grown into a billion-dollar industry, reshaping our approach to fashion. Its ascent is propelled by ever-changing lifestyles, as our increasingly active routines necessitate versatile, comfortable clothing that seamlessly bridges the gap between sportswear and everyday attire. The global wellness and fitness trend has further fueled athleisure’s popularity, with consumers seeking fitness-inspired apparel that is both functional and fashionable.

The influence of social media further accelerated and facilitated its mainstream ascent, while the COVID-19 pandemic also propelled forward the demand for cozy, home-friendly clothing due to remote work and stay-at-home orders.

Materials & Features That Define Athleisure
Athleisure’s foundation is built upon specialized materials and features that ensure both performance and comfort. Stretch fabrics, infused with elastane, allow a wide range of motion, and ensure a ‘perfect fit’ experience for any activity. Currently, athleisure apparel primarily uses recycled polyester, often blended with cotton to add a more luxurious product and making the products distinctly different from traditional athleticwear. But, recycled nylon has started to creep back into the market, thanks in-part to its robust durability and abrasion resistance.

Moisture management finishes are a known key player, effectively whisking sweat away from the body, guaranteeing a dry and comfortable experience, whether you’re at the gym, running errands, or in the office. Odor control is another critical aspect, with non-biocidal odor adsorption finishes gaining momentum since COVID-19. They provide 24/7 odor control so that you can stay fresh for whatever comes next in your day. A soft handle, achieved through hydrophilic softeners ensures tactile comfort that makes that nap after a long day, all the better.

A new wave of materials, such as polyester that contains bio-based material and is biodegradable, are entering the market.

Consumer Priorities in Athleisure
Athleisure consumers have clear and discerning preferences. They demand comfort and versatility in their attire. Athleisure items must excel in both comfort and adaptability, allowing seamless transitions from workout sessions to daily life. The sustainability movement has led an increasing number of eco-conscious consumers to seek athleisure made from environmentally friendly fabrics.

Fashionable designs are also essential, as athleisure wear must be stylish and contemporary, easily transitioning from the gym to the street. Customization has gained ground, with brands offering personalized fit and style options, catering to individual preferences. The drive for inclusivity is evident, as brands expand their size ranges and adopt gender-neutral designs to ensure inclusivity.

A Nielsen survey revealed that a significant portion of global consumers, 56%, prioritize sustainability in their clothing purchases, underscoring the growing importance of eco-conscious fashion. Statista reports that 81% of consumers emphasize the importance of moisture management in their activewear, while 76% desire odor control. Consumers also prioritize qualities like water repellency, with 63% of respondents favoring this attribute, but if it contains PFAS then the article is likely to stay on the rack.

Challenges on the Athleisure Horizon
Despite its exponential growth, the athleisure industry faces its own set of challenges. Market saturation with numerous brands competing for market share has made competition intense. Supply chain disruptions, exposed by COVID-19 lockdowns and trade wars, have raised concerns, impacting production and delivery. Additionally, sustainability concerns have been brought to the forefront, with critics questioning the environmental impact of mass-producing synthetic materials and the fashion industry’s contribution to pollution.

Sustainability Shaping Athleisure
Leading athleisure brands have been proactive in addressing sustainability concerns. They’ve embraced recycled materials, such as recycled polyester, but this is now heavily debated whether it is beneficial or just an excuse to delay change. A new wave of materials, such as polyester that contains bio-based material and are biodegradable have begun to enter the market. Though highly exciting, the majority of these innovations are still in the process of scaling. Cellulosic fabrics, including organic cotton and lyocell, have taken a prominent role in athleisure apparel, emphasizing the adoption of renewable materials being adapted for performance textiles. Circular economy initiatives, focused on product recycling and second-hand sales, are extending the lifespan of athleisure products. Technologies, such as waterless dyeing are being adopted to minimize water consumption in the production process.

Looking Back & Forging Ahead
Athleisure’s growth has been revolutionary, challenging the status quo of what performance looks like and proving that comfort can be included without taking away from performance. Evolving lifestyles, a focus on health and wellness, the influence of social media, and the increasing need for comfortable yet fashionable clothing all play their parts. As the athleisure market continues to evolve, addressing sustainability concerns and meeting consumer demands will not diminish. Athleisure, a fusion of functionality and fashion, with a clear path forward, has the potential to continue redefining the way we dress and experience clothing.

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