Leggings, sweaters and hoodies: Why activewear is the new ‘work uniform’ in the self-isolation age
As calls for self-isolation and social distancing rise, Aussies are increasingly WFH. And they’re doing it in very different style to the office.
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Activewear is the new day-to-day work uniform as Australians transition from offices to working from home during the coronavirus outbreak.
Retailers have recorded a “rise” in demand for athleisurewear – from leggings to sweaters, T-shirts and hoodies – as a large majority of the workforce moves to a WFH set-up, as calls for self-isolation and social distancing increase.
The Iconic chief executive Erica Berchtold said the Australian online retailer was “certainly seeing a shift in the mix of what people are buying, whether that be loungewear, sweats and hoodies to leisurewear”.
Top-sellers on theiconic.com.au over the past week have included activewear staples by P.E. Nation, including its “Rebuild” jacket ($167), and Jaggad’s signature leggings ($149.95).
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Jaggad co-founder Steve Greene said the sportswear brand had also noticed a jump in the sales of tights and sweaters, which are its “bestsellers currently”.
Greene said customers wanted to feel “comfortable while working from home” and also “be motivated to continue to stay active” as they dealt with the changing realities of their work-related routines.
The growing demand for at-home wear was also recorded by Intimo, with a spike in sales of “loungewear”.
Intimo spokeswoman Kirby Hughes said the “transition from corporate to couch has certainly shifted purchase behaviour”, with demand for leggings, in particular, increasing among Australian shoppers.
Popular US online retailer Revolve released a working from home edit, featuring relaxed-wear including stretchy knits and cardigans for “when you’ve got to take a call at 10am, and a date with your vacuum at 11am”.
‘I’M SPENDING A LOT MORE TIME AT HOME’
Adapting to the new WFH reality is Olivia Jacobs, 23, whose role as a PR account co-ordinator has seen her increasingly do her job remotely – particularly during COVID-19. .
“Normally I wear smart, casual clothes such as jeans a T-shirt and a blazer or top and skirt with heels, sneakers or boots (to the office),” Jacobs told News Corp.
She said her recent purchases had been “comfy jumpers and leggings since I’m spending a lot more time at home, especially on weekends”.
With her new work attitre has come a boost in productivity.
“I’m so much more productive when I’m comfortable at work, wearing activewear takes the stress out of putting together a complicated outfit in the morning,” Jacobs said.
