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New athleisure categories surge during COVID-19: Slyletica

May '20
Pic: Slyletica
Pic: Slyletica
Slyletica, an Australian fashion agency that builds activewear and athleisure brands, has seen an unprecedented rise in the number of people wanting to start an athleisure brand during COVID-19. Activewear was booming before as well, but since the outbreak, consumers have been shifting to new athleisure and loungewear categories, and sweatpants are selling faster.

According to tracking firm Edited, the tracksuit sell-through rate is up 36 per cent in the United States and the United Kingdom compared with the same period last year, and sweatpants sales were up 79 per cent in the former from February to April, Slyletica said in a press release.

With people working and working out from home, the demand for comfort continues to surge, the company claimed.

“It was only a matter of time before athleisure led the way in fashion apparel sales. It’s about a lifestyle – moving from work, to workout, to whatever else without the need to keep changing clothes. Now we’re seeing more interest, particularly from the US and UK The demand for comfort and versatility is forcing innovation in design and manufacturing and it’s pretty exciting to be a part of it”, said Slyletica chief executive officer Simon Rawadi.

According to the Business of Fashion, activewear sales were up by 40 per cent in the United States and 97 per cent in the United Kingdom year on year during the first week of April.

While other sectors of fashion cancelled orders with their factories prior to the lockdown, many activewear labels are thriving and Slyletica is onboarding clients at a rate higher than ever before.

Slyletica is preparing to launch more than seven new influencer brands in the coming months and handles everything from design and manufacturing to e-commerce, marketing and order fulfilment, all from its Melbourne headquarters.

Fibre2Fashion News Desk (DS)

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