REVEALED SUMMER 2023 - Flipbook - Page 43
ST. EVEN
during the lockdown period. Our wire-
perfect style for 24/7 lockdown time,”
same styles.” However, they need a wider
free style 6000 exploded as it is an active
says Kateryna Sukhanenko, founder of
variety of clothing because they’re going out.
comfort style.”
Aspen Dream Company. “Right now, when
everyone has enough loungewear, the
“There are many choices out there.
In fact, one of the most significant
colors are brighter, the prints more flirty,
Brands who set themselves apart
changes in the Activewear market is that
the styles more dressy.
through the combination of ‘design x
quality x price’ are likely to have the
the focus has shifted from the product to
the consumer, says Alejandra Arboleda,
“Styles are being created not solely for
international account manager at St.
the gym or home but are translated to
Even: “The industrial market was mainly
everyday life. There is also a stronger
focused on the product and today, the
difference now between activewear not
goal is to focus on the consumer even
being loungewear and loungewear not
more, especially on the new consumer
being pajamas.”
most longevity.”
and their new and changing needs, which
puts convenience and comfort before
She believes the customer is also keen to
anything else.”
know the story of the business they buy
from. Sustainability matters, as does
sourcing. And it’s a bonus if designs are
exclusive or have eye-catching details not
“We entered the market right when Covid
found elsewhere.
hit, receiving our first bulk order when our
retail store had closed for the quarantine,
“There’s been a shift in the amount of
using our garage as our warehouse. We
pieces the consumer needs within the
thought it was the start and end situation
sleep/lounge category,” agrees Kickee’s
for us, not knowing then it would be the
McKinstry. “She/he still seems to value the
DOMINIQUE INTIMATES
As for Loungewear?
LI N G E RI E, LO UN G EW EA R , L I F E ST Y L E | 4 3
