Athletic wear, which was earlier limited to niche customers like gym users, has now become the go-to option for individuals locked up at homes due to Covid-19 and remote working in B towns as well as tier 2 and tier 3 cities
For the 32-year-old Purna Pillai, track suits and sweat pants in her wardrobe of her Bangalore apartment have grown substantially since the lockdown in late March.
“Every time I need to step out somewhere nearby, I just wear my tracksuit or sweatshirt. I see everyone else doing the same,” she said nonchalantly.
Athletic wear, which was earlier limited to urban customers like gym users, and health freaks has now become the go-to option for individuals locked up at homes due to Covid-19 and remote working. Sweatshirts, tracksuits, and loungewear are fast replacing jeans and T-shirts, as the preferred comfort wear for Indian youth across the board. Even celebrities are endorsing this trend. This prioritized comfort amid a lack of out-of-home activity.
For Reema Shah who lives in Mumbai’s Sion locality, athletic wear is a ‘lifeline’.
“Now it is more so that I and my friends are comfortable wearing athletic wear to restaurants. It’s comfortable and trendy. It’s cool,” she informs.
Page Industries, which depends on selling Jockey’s men innerwear for more than a decade to drive growth, sees this fast-developing trend as a ‘silver lining’ of a year in which its mainstay business was further undermined by the pandemic restrictions.
The company’s December quarter earnings showed it is already reaping the benefits of rising demand for such comfort wear. The company said the athleisure department clocked high double-digit sales growth not just in December quarter but also during the nine-month period ended December, even as menswear volumes remained sluggish.