NEW YORK — Which came first for women, the idea of wearing athletic clothing beyond the gym or the fascination with logoed sports apparel? Men have been swilling beer and watching sports on TV for ages, wearing jerseys emblazoned with their...
NEW YORK — Which came first for women, the idea of wearing athletic clothing beyond the gym or the fascination with logoed sports apparel? Men have been swilling beer and watching sports on TV for ages, wearing jerseys emblazoned with their favorite team or players’ numbers — it makes them feel like they’re part of the action.
It took the hip-hop movement and street fashion, however, to inspire young women to don logoed jersey dresses, tops and pants. Rappers, often the people setting the trends, have long wanted to be sports stars and sports stars want to be rappers. Both groups are a critical part of today’s cultural zeitgeist.
The trend of women wearing team numbers began with girls borrowing their boyfriends’ shirts. Savvy marketers realized there was money to be made with sports apparel designed especially for women. Clothing manufacturers jumped on the bandwagon, signing deals with professional teams, such as the National Basketball Association in the case of G-III.
Logoed sports apparel is one of the few sweet spots in the market today. While total women’s apparel sales are down 6 percent, sports apparel is enjoying a hefty 18 percent increase for the 12 months ending July 2003, according to NPD Fashionworld.
Total retail sports apparel spending in 2001 — including fitness and licensed clothing — was $34.4 billion, according to SGMA International, an industry trade group.
While discount stores captured the top slot on the WWDLIST, they are primarily a source for women over 35 years of age. On the other hand, sporting goods stores were the most popular retail channel for young women between the ages of 13 and 24.
With athletic wear becoming increasingly fashion-conscious —think of Venus Williams’ collaboration with Diane von Furstenberg — the category is becoming more appealing to a broader spectrum of the female population.
Fila outfitted ball girls and ball boys and sold its licensed U.S. Open collection onsite at the August event. The company also teamed up with The Sports Authority to sell its performance tennis apparel and footwear, as well as event-licensed product in the New York tri-state area, Florida, Maryland, Massachusetts and Georgia.
The rise of Juicy Couture and similar brands may have been fueled by the increasing popularity of logoed sports apparel. Young women — who are the primary purchasers of Juicy Couture, whose hip-slung pants and tight T-shirts favor the fittest bodies — became accustomed to seeing logoed sweats being worn by soccer moms and stroller-pushing Upper East Siders, who prized them for their comfort. Juicy Couture arose from the desire for a more fashionable take on athletic clothing.Whatever its origins or permuations, athletic apparel seems to be here to stay. As has gone the workplace, so too has gone the doctor’s office, local restaurant and school. It’s even infiltrated the luxury market. Deisgners such as Rory Tahari are offering their sophisticated take on athletic wear. Tahari’s T-21 collection, which will be sold at Bergdorf Goodman, features innovative fabrics such as double-faced jersey. The pieces can be worn to the gym or out to dinner.
“Part of the growth is the trend of logoed apparel in the junior market,” said Marshal Cohen, co-president of NPD Fashionworld. “The other factor is the lifestyle trend of athletic apparel. People want to look like they participate in fitness, but may never see the inside of a gym.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
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@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
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For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)