Environmental concerns have edged their way into the activewear scene.
This story first appeared in the December 26, 2002 issue of WWD. Subscribe Today.
Look for more athletes and weekend warriors to sport greens and blues imi- lar to the shades of the water and the sky,and floral- inspired marigold yellows, oranges and reds.Hikers and other outdoors women will be more inclined to go with refined tones favored by 19th-century Victorians, but skiers and snowboarders will probably hit the trails with electric blues and teals, said Margaret Walch,direc- tor of the Color Association. Swim-wear is expected to follow suit.
“The issue with color is tex- ture and finish,”she said. “We ’re eeing what we call special effects —more matte, shiny and pearl finishes that add a dimension to the color.”
While ome consumers are wearing environmentally inspired colors because of their social conscience,oth- ers just want more razzle dazzle.Athletic brands have the technology to dress up their color palettes with pe- cial finishes.But what ’s real- ly driving the change is a visually ophisticated audi- ence continually bombarded with the latest trends via MTV and the press.