Australian activewear: why Kanye West, the Kardashians and other influencers love it
Activewear is expected to outsell luxury fashion within two years, and Australian labels are expanding aggressively and gaining recognition around the world, impressing celebrities and influencers alike
Athleisure is big business.
A market currently worth US$48 billion in the US alone, according to the NPD Group, athleisure – or sport-inspired clothing – is all over the catwalks and high street stores.
It’s of course part of a broader boom in activewear, an apparel segment that Morgan Stanley predicted in 2015 could grow 30 per cent to over US$350 billion globally by 2020. By the same year, according to Euromonitor, sportswear sales in China could eclipse those of luxury goods.
Little wonder Melbourne-based high-performance sportswear brand 2XU has announced expansion plans in China.
Thanks to a deal stuck with the GXG menswear fashion group, 50 2XU stores are due to open across the country over the next three years.
Beyond 2XU, which is rapidly growing internationally – and, thanks to Kanye West, also gaining street cred – there has been a plethora of new activewear brand launches in Australia.
Here’s a round-up of some of the better-known names.
