Choosing style over comfort is now passé. Athleisure which is all about being comfortable and trendy is the new norm. WOW! checks out the leading brands
Being comfortable in garments that are suitable for a run, a quick coffee or even a casual dinner are now popular. From psychedelic sneakers to oversized t-shirts and tracks, millennials are favoring athleisure over other ensembles or runway trends.
Streetwear and athleisure are the go-to garments for Gen Z with oversized tees and anti-fits being the core of the athleisure trend. Keeping sustainability in mind, Cancelled Plans collaborates with local factories to collect and reuse their non-hazardous waste and turn them into a design statement with sweatshirts, sweat pants, jackets, joggers and shorts. The brand uses high-grade waste materials that are discarded because of the nature of industrial processes. “They are clean and safe to handle. Launched in December 2019, Cancelled Plans loves rejects and is unafraid to use the unused. We aim to change things and stop doing things the way they have been done for years. It’s the new plan because the old one has been cancelled,” explains Mallika Reddy, Founder and Creative Director, Cancelled Plans. Cancelled Plans products include among other things athletic wear.
Tel: 90634 80104
Athleisure as a trend seamlessly merges fitness wear with everyday fashion, creating versatile and comfortable ensembles that transition from the gym to casual outings effortlessly. “Athleisure naturally accommodated this shift, providing clothing that not only facilitated workouts but offered the comfort for remote work and daily routines,” says Tanveer Daswani, Founder and CEO, Baller Athletik.
Baller Athletik introduced innovative activewear and sleepwear that is scientifically proven to boost energy by using performance- enhancing technologies. Their clothing is infused with bio ceramic minerals, that recycle your body’s energy and has been scientifically proven to enhance performance, accelerate recovery, and promote better sleep. This in turn amplifies calorie burn, boosts blood flow, and increases oxygenation in muscles.
Available on www.ballerathletik.com, AJIO, Nykaa and Myntra
After a year of researching and developing the best sustainable blends, Kanupriya Mundhra and Jeevika Tyagi co-founded Aastey, India’s first size-inclusive and sustainable athleisure, activewear, and necessities company for women, in 2020. Using three recycled polyester blends – aasteyflex, aasteyfirm, aasteylight and aasteybreeze – have been created with months of research and at least three rounds of sampling to offer the softest functional fabrics.
Tel: 91 85916 61910
Satva is an organic athleisure brand, aimed at transforming the cotton industry in India. Working in direct partnership with Indian farmers to promote cotton cultivation as a form of livelihood, the clothes at SATVA are made in a completely natural manner. The brand’s cotton leggings are what catapulted them to the spotlight and today, it offers a complete range of athleisure clothing.
HRX BY HRITHIK ROSHAN
Post its launch in 2013, HRX BY HRITHIK ROSHAN offers an assortment of fashionable fitness and athleisure gear, including t- shirts, sweatshirts, track pants, tights, tracksuits, casual shoes, sports and sandals.