Industry News
ASBCI Athleisure conference finds comfort is king
T
Nottingham took the trend from the macro to the micro, examining the origins and future direction of what has become a cross-generational lifestyle shift before drilling down into the minutiae of the fibres, technologies, and testing processes required to optimise garment comfort, fit, quality, and speed to market. A mix of cultural, social, and fashion factors led to the birth of
he ASBCIʼs Athleisure conference on November 14 in
is the point at which the retailer promotes it as such by highlighting its performance properties, whether these are inherent or engineered. Making technology visible through design features, co-branding, or point-of-sale marketing helps the consumer
understand how a garment will enhance their life, and thatʼs what athleisure is all about. But that doesnʼt mean design has no place. Athleisure is where fashion and function meet and the convenience of
The speakers at the conference
athleisure, and these forces are still driving it. Dressing down is the new dressing up, but athleisure isnʼt just about looking good while working out, itʼs also about feeling good. The importance of comfort was mentioned again and again. “Customers are not prepared to sacrifice their new-found comfort and they are willing to pay more for it,” said Jutta Vo Quang from Freudenberg as she outlined the performance characteristics she believes are here to stay, all of which are designed to enhance the comfort of the wearer. “At what point does a polyester jersey become a running vest?” asked Helen Colebourn from Bureau Veritas. The answer
Dickies combines fashion and heritage in latest collection
W
orkwear brand Dickies has unveiled a new product range aimed at
younger tradespeople, inspired by its 96-year history.
Launched under the banner Hard
Working Since 1922 – the year in which Dickies was first established – the collection includes T shirts and beanies, plus a puffa jacket, fleece and sweatshirt. Design details used in the range include the classic Dickies horseshoe logo and colours influenced by the companyʼs branding from previous decades. James Whitaker, marketing director, said: “This latest collection celebrates our proud heritage as a workwear provider, while incorporating a style thatʼs very much of the moment. As such, weʼre expecting strong demand from younger tradespeople and those who take a trend-driven approach to their workwear – who donʼt just want to be fashionable at the weekend. “While each item in the range naturally works well as a leisurewear option, all products have been created to our very high standards of quality, ensuring they provide the comfort and durability needed to support tradespeople at work.” Available in a number of colourways, items from the Hard Working Since 1922 collection work particularly well with options such as the Dickies Eisenhower Extreme trousers and the Phoenix style shoe or boot.
T shirts from the Hard Working Since 1922 collection
| 6 | January 2019
the ʻwear anywhereʼ legging is matched by the desire to buy
into the latest mini trend or capsule collection. “Itʼs hyper consumption vs. hyper collaboration,” said Terence Senford, head of menʼs athleisure for Boss Menswear. “One thing is fuelling the other.” Product cycles are shorter, production runs smaller, and product is more customised.
In such a dynamic marketplace, agility and adaptability are more important than ever, and the brands that can pivot in new directions as the opportunity arises will be the real winners. “Speed is the name of the game,” said Jovita Balseviciene from Lectra. “Being the first to market with a wide range of quality products, priced right, is the key to success.”
Scruffs introduces new Rapid Safety Boots
S
cruff's new Rapid Safety Boots come equipped with composite toe and midplate for lightweight flexibility and protection from sole penetration – whatever the weather. A reliable pair of boots for any time of year, Rapid Safety Boots incorporate Scruffs Dri4Work technology, making them fully waterproof come rain or shine. These boots take the stress of site use without compromise, with Poron socks plus a padded tongue and collar providing extra underfoot cushioning for maximum comfort.
Rapid Safety Boots have a high spec safety rating, providing protection against heat, slips and fuel oil. Wearers can keep on the right side of their work mates too with Micro-Fresh technology, which prevents the build up of bacteria to reduce unwanted odours.
With underfoot shock absorption as standard, the Rapid Safety Boot
minimises stress on the feet and ankles, so that wearers can get on with the job at hand without distraction.
Scruff’s Rapid Safety Boots
www.printwearandpromotion.co.uk
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