Your butt’s been parked on the sofa since March. But now that offices are reopening, it’s time to get your ass in gear. Which leaves us with a vital question: WTF WILL I WEAR?
… when you yank them off my cold, dead booty.
Athleisure — clothes that are fit for workouts but are way nicer than your ratty old gym shorts — has been on the rise for years now. The market is projected to leap by $80.7B between 2020 and 2024.
The pandemic has been a boon to many athleisure companies — and some apparel businesses had to pivot to catch up.
“Part of this has been curating some of our most comfortable, casual items into a loungewear page,” Sarah LaFleur, CEO and founder of M.M. LaFleur, a luxury brand that caters to professional women, told us.
An example of LaFleur’s pivot: The company changed how it talked about a pair of pants called the Colbys. LaFleur originally marketed them as travel-friendly, but sales increased 8x when they were renamed the “Colby Jogger.”
In the Before Times, a solid work ensemble could take us from meetings to meetups at the hottest watering hole. These days, we might hit up a socially distanced vinyasa class before heading home. A few brands nailing the After Times aesthetic: