[ed. Why, indeed.]
Feeding off the rise of workout gear that can be worn in or out of the gym, activewear labels have become status symbols, much like any other pricey designer clothes. Premium yoga pants, made popular amongst the masses by Lululemon, can run anywhere from $80 to $200. A horde of brands battle each other in this segment as upstarts such as Outdoor Voices, Michi, and Vie Active jostle with superpowers Nike, Under Armour, and Adidas.
Yet there's little available for women searching the racks for even more expensive, higher-end performance wear. Fear not, luxury shoppers. It won't remain like this for long.
Quietly, a smattering of new true luxury activewear labels have appeared, each with the hope that affluent shoppers are willing to shell out $300, $400, or more on a pair of pliable pants. Think about it this way: If you're a luxury shopper who buys $1,500 designer dresses, pays $250 a month for an Equinox gym membership, and totes around a $4,000 Chanel bag, why would you spend a mere $100 on the leggings that you wear to the gym, on errands, and on the weekend?
Yet there's little available for women searching the racks for even more expensive, higher-end performance wear. Fear not, luxury shoppers. It won't remain like this for long.
Quietly, a smattering of new true luxury activewear labels have appeared, each with the hope that affluent shoppers are willing to shell out $300, $400, or more on a pair of pliable pants. Think about it this way: If you're a luxury shopper who buys $1,500 designer dresses, pays $250 a month for an Equinox gym membership, and totes around a $4,000 Chanel bag, why would you spend a mere $100 on the leggings that you wear to the gym, on errands, and on the weekend?
by Kim Bhasin, Bloomberg | Read more:
Image: Claire Pepper via Charli Cohen
