One of the biggest shifts taking place in sportswear (and the wider fashion industry as a whole) is the growing movement amongst consumers for greater transparency on where and how their clothes are made. A number of brands are already answering the call for more conscious apparel, and you can expect to see this number only grow. To help navigate through this space, earlier this year, we launched THE ICONIC Considered, an on-site filter system that enables customers to easily shop by personal sustainability credentials that matter to them. Right now some of my top considered picks include the WPN Co T-Shirt which sees 10 per cent of its profits go towards awareness for men's mental health and well-being, and the Reebok Classics Vector Hoodie, made using organic cotton.
With the uptake of activewear and the general growth of athleisure, we’ve seen boundaries blurred between traditional gym gear and casual wear. Many consumers are further looking to streamline their wardrobes, shifting their purchase power to apparel that ticks more than one box. Given this, expect to see a rise in multifunctional sportswear across SS19/20 and beyond. Think versatile garments with adaptable features to perform across activities. Current buys I recommend include Zoggs Mosman Shorts for wearability from the gym to the beach, and you can’t go past the Salomon Super Cross GTX Trainer, a multitasking style, hiking and running shoe in one.
Let’s get technical
SS19/20 onwards will also see a continued rise in technical sportswear. In line with consumers seeking multifunctionality, many leading sports brands are harnessing key tech innovations and capabilities to deliver increased functionality. From innovative sweat-wicking materials, stretch and hold capabilities to compression technology, get set to expect more from your sportswear and performance sneakers. Shop this trend with LP SUPPORT Air Compression Tights, offering body-reactive climate control along with muscle compression technology, Under Armour Rush Graphic Short Sleeve for a second skin mineral-infused HeatGear performance fabric, or in the sneaker department, try the adidas performance Solar Drive 19, which deliver innovative responsive-cushion technology.
What goes around, comes back around. Across SS19/20 be ready to embrace oversized logos, vibrant patterns, and if you’re game, the matching tracksuit combo. In line with the return of retro aesthetics and the wider growth of street style, welcome retro detailing and streetwear references to work an on-trend, Mr Cool SS20 work out aesthetic. Don’t know where to start? Try the Champion Sporty Pants, adidas originals Elevated Tri Hoodie or Nike Wild Run Windrunner.
From neon detailing, to bold colour, SS19/20 will see the menswear active world embrace colour in renewed force. Think 80s style brights, to trainers in vibrant shades and patterns. Embrace the trend and add a pop of colour to your gym kit with the Adidas Originals Adicolour 3-Stripe Shorts, New Balance Classics 997H and Puma GetFast 7 Shorts.