What is active wear? Simply put it active wear is sports and physical exercise centric. Though in India the trend is just catching up in western countries the concept is well taken. Fashion brands like Channel, Cynthia and Chloe are taking keen interest in producing this “Haute Casual”, because it is very practical and comfort while jogging, in gym and doing exercises. According to a survey in 2013 market share for active wear was 3% and today it has gown up to 9%. Even Stella McCartney joined with sportswear giant Adidas to bring in active wear. “It is the trend of today. People are looking something special to wear during exercise and I hope this trend is going to stay,” said Stella.
Stella McCartney
Stella is not the only on taking active wear serious Singer and designer Jessica Simpson celebrated her 10 years of fashion clothing with very stylish active wear, which is very authentic and a workout apparel. Collections emphasis is on performance leggings, track jackets and printed sports bras. “I want to give my customers something special and very passionate about my brands,” she said.
Active wear means functional clothing according to designer Cynthia Rowley. Her debut collection launched at New York Fashion Week was dedicated to workout. “This has been long time in the making. Being active really is the way people dress and live their lives.” Her collection includes wet suits, leggings and neoprene ready to wear.
Stella McCartney
Zeudy Mars, Fitactive wear’s founder started her own signature brand when she could not find Active wear which suits her taste. She said, “I could not find suitable, chic and high quality Active wear during a visit to high end shop. Then I have decided to do a bit of market survey and start working on Active wear which you can wear to the gym, Pilates or every day’s life. My 15 year experience in garment business helped me to work on Active wear and the new baby was born.”
Caroline Lucey founder of Active in style sell on line. She sells carefully selected Active wear-a mix of sport, performance and fashion pieces that she calls fit fashion. She said, “My experience says women all over the world do not understand the true meaning of active wear. I do not think they understood how fun and stylish their workout wardrobe could be. That concept is changing and it is good sign for active wear designers.”
Active wear
Sudden craze of active wear is giving jeans tough competition. “It could be changing views what one wears in gym, on a workout or school and other places that used to call for more formal attire,” said Anju Modi, designer.
