Top online fashion company Net a Porter have announced their new sportif sidekick ‘Net a Sporter’ due to launch on July 9th. It was only the other day that we noticed French brand ‘The Kooples’ had branched out into sportswear joining other high st shops. It’s no wonder that the brands are jumping on the band wagon, the Sportswear market is predicted to grow $178bn by 2019. The demand for stylish sweating comes after more females are seen wear high fashion trainers with every day clothing.
‘Activewear has long been a part of our offering,’ explains Alison Loehnis, president of Net-A-Porter, which is based in the UK but with offices across the world. ‘We know that fitness is an increasingly integral part of our customers lives across all markets.’
Thanks to the runway’s recent flourish of sports-inspired ready-to-wear – from neoprene scuba dresses and silk tracksuit pants to embellished sweatshirts and couture trainers – high fashion activewear has become de rigueur for brands ranging from Kenzo to Chanel.
Since the success of the London Olympics, sportswear has increasingly stepped off the playing field and onto the pavement in Britain. It is, after all, ten years since Stella McCartney designed her first collection with Adidas – a partnership that’s seen the Brit found a new lifestyle category of functional fashion – paving the way for London-based active and après labels like Monreal London and Lucas Hugh.
What’s evident is that competition is heating up in the online sportswear market. And Net-A-Sporter will no doubt change the game, we thought Sweat A Porter would’ve also been a great choice!!!
