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More than modern lifestyle, athleisure offers sound investment opportunity

More than modern lifestyle athleisure offers sound investmentThere was a time when jogger pants, hoodies, sneakers, yoga pants or gym stingers were essentially considered as gym wear. But today, athleisure trend has come out of closet to become a part of people’s dailywear. One of the most versatile trends, athleisure is not just comfortable but also very stylish. It can be worn while travelling, hanging out with friends or even for an evening out. The trend, seen at the Oscars’ red carpet, can be mixed and matched. Its versatility enables it to be worn from a 13-year-old to a 60-year-old.

Comfort, new fibers drive athleisure popularity

Comfortable yet cool, athleisure is a perfect choice for More than modern lifestyle athleisure offers soundconsumers interested in urban street style. Its comfort and freedom is one of the foremost reasons for its popularity amongst Indian consumers Celebrities donning gym wear at public places and social events have also added to its popularity as today we see more people preferring high-performance clothing which not only offers them comfort but also enhances their movement.

Health conscious and fashion forward, millennials are demanding more from their stretchable jeans. Over the years, they have been experimenting with new fibres making the comfort increasingly top notch. To keep up with the athleisure trends, brands are offering more of a mix of functionality and fashion in their products. Music icon Celine Dion was recently seen sporting a sequinned suit in red and pink styled with a pair of red heels, Chanel bag, and oversized sunglasses.

Focus on lifestyle

The popularity of athleisure wear is also increasing due to the transition of many sportswear brands to lifestyle-focused labels. Brands like Gully, co-owned by Indian cricketer KL Rahul are a prime example of this. The brand has collaborated with two IPL teams – Kolkata Knight Riders and Hyderabad Deccan Chargers – for the season. It soon plans to expand its presence to physical retail in a few months.

Meanwhile, designer Nandita Mahtani has collaborated with Cartoon Network Enterprises’ for a collection called ‘The Cartoon Network Enterprises X Nandita Mahtani’. The collection draws inspiration from the iconic cartoon shows – Powerpuff Girls, Dexter, Courage – The Cowardly Dog, Samurai Jack, and Johnny Bravo.

Growing faster than other categories

On an average, the athleisure category has growing at 4.1 percent from 2008 to 2015 on. It has been growing at a rate faster than any other category. No longer just a trend, it has now become a part of the modern lifestyle and a smart investment opportunity.

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