• Sri Lankan athleisure is picking up pace

Covid-19 and its lockdowns brought with it a reshaping of how we live and work, elements of which are here to stay for good. The global workforce found itself in a state of constant flux, and as the dust settled and the ‘new normal’ set in, an intriguing paradigm shift emerged within the realm of professional attire. 

Many offices now contemplate the adoption of hybrid work arrangements, wherein employees split their time between the home office and the traditional workplace, while others have adopted remote work, severing ties with the corporate office altogether. This transition in work culture has not only revolutionised our daily routines but has also had quite an impact on the way we approach our wardrobes – what we choose to wear as we step out into this altered landscape has evolved significantly. 

In countries like Sri Lanka, the concept of dress codes takes on a unique dimension. Here, where the climate often leans towards humidity, the incorporation of Western clothing – including ties, shirts, pants, and suit jackets – while being the norm, is questionable to begin with, given the lack of adaptability of such attire. 

Accordingly, athleisure (a hybrid of athletic wear and leisure wear) has begun to take hold among Lankan youth. Taking into account the climate, this new trend of comfortable clothing and breathable materials makes a lot of sense. 

Not too long ago, sportswear was primarily reserved for hardcore athletes. However, the trend that now dominates the market is commonly referred to as ‘athleisure’ – a genre of clothing that offers a perfect blend of comfort and versatility, catering to the needs of the modern consumer. Notably, the Sri Lankan market has witnessed a surge in the emergence of activewear brands, with names like Carnage, FOA, Astroid, and the recent addition of Street82 making their mark.

The sports and activewear industry has undoubtedly emerged as a victor in these post-pandemic times. As people continue to spend more time at home, focusing on their health and well-being, comfort and practicality in clothing have taken centre stage. Although the broader fashion industry has faced challenges in recent years, activewear and athleisure brands have not only weathered the storm but thrived in this new reality.

In a world where a significant portion of business meetings unfolds in front of a laptop screen, leggings, sweatpants, and loungewear have seamlessly integrated into our professional wardrobes. 

The Lankan perspective

Speaking to Brunch, Street82 Clothing Co-Founder Mohamed Fathhi shared insights into the surging popularity of athleisure, drawing from his extensive background in technology, and underscored the pivotal role of cutting-edge technology in both apparel and fabric in the success of the activewear industry.

“The advancements in fabric technology have ushered in a profound affinity for clothing that is seamless, non-iron, lightweight, and adaptable. This significant shift is poised to drive significant market demand for such clothing as we move forward.”

Furthermore, Fathhi emphasised the local activewear market’s role in bridging an existing gap, stating: “We are firmly positioned in the affordable segment, offering a product that strikes a balance between quality and affordability. It is not as extravagant as international brands, making it accessible to consumers who seek superior products at reasonable prices.”

He also highlighted the economic factor, noting the appreciation of the dollar, which had resulted in exorbitant price increases for imported international brands such as Adidas or Nike: “Given the appreciation of the dollar, items from these brands that once ranged between Rs. 7,000-10,000 have undergone a significant increase and you might find yourself paying as much as Rs. 25,000 per item. Not everyone can afford these brands. This, coupled with the emerging workout culture, has led many individuals to seek affordable alternatives, not just in Sri Lanka but in India and on a global scale.”

Fathhi also welcomed the growing competition in the local activewear market, seeing it as a catalyst for improving quality and fostering innovation through advancements in fabric technology. “Competition simply breeds better quality and it only means the industry is growing, creating more space for us to grow.”

Similarly, Astroid Founder Oshara Kariyakarawana observed a shift toward an increasingly active lifestyle, driven by health benefits and the desire to look and feel good – a trend extending beyond youth to individuals in their late 30s and also 40s and beyond. 

“At the gym, I see this shift in the market and also that those who are interested in fitness are not a small category anymore. It is really becoming a broader market,” she said. 

She stressed on the importance of quality control and highlighted their commitment to sustainability. Additionally, Astroid aims to stand out in terms of design and versatility, striving to produce output that transcends mere activewear.

“Our motto is that the brand is more than just activewear. We stand by it being a versatile brand that is adaptable and cool, where our designers speak for themselves and with prices that allow everyday people to incorporate the items into their daily wardrobes,” she said. 

However, Oshara acknowledged the challenges of sourcing materials in the current textile industry landscape, expressing hope that Government regulations would not impose additional tariffs on this burgeoning industry, which had immense growth potential. Despite the existing constraints, she expressed anticipation of robust competition within the sector, seeing it as a positive development.

FOA Founder/CEO Arshard Ilyas too spoke of the rise in locally-produced activewear: “This trend can be attributed to a convergence of factors. Firstly, the people of Sri Lanka are now more health and fitness-oriented than ever before. As awareness about the importance of physical well-being and a healthy lifestyle has grown, so too has the demand for activewear. This cultural shift towards a more active lifestyle has undeniably influenced the surge in activewear purchases. 

“Moreover, economic considerations have played a significant role in this trend. With inflation affecting many aspects of daily life, consumers are becoming more price-conscious. International activewear brands, known for their premium pricing, have become increasingly unaffordable for the local market and this has driven consumers to seek alternatives that offer both quality and affordability, which local activewear brands are well-positioned to provide.”

Commenting on the general demand, he noted: “There is a significant demand for athleisure and activewear in the market. This demand is fuelled by the increasing preference for local brands, offering consumers a wide array of designs and products, with a particular emphasis on athleisure items. With the new normal of remote work and lifestyle changes, athleisure products have gained popularity, making them a sought-after choice among consumers.”

Arshard also shared his thoughts on how these emergent players would attempt to differentiate themselves given the nature of their product: “The growing market for athleisure and activewear presents an exciting opportunity for brands to evolve and distinguish themselves in several ways. From a Future of Athletes (FOA) perspective, we foresee this market expanding into other categories, such as accessories and footwear, as well as diversifying to address the changing needs of everyday consumers. However, what truly sets brands apart in this competitive landscape is their unique identity and values. For FOA, we don’t merely see ourselves as a clothing brand; we embody a lifestyle that promotes fitness as an integral part of every individual’s journey. 

He added: “Marketing also plays a pivotal role in how consumers perceive a brand. It’s not just about what you sell but how you promote your products, connect with your audience, and engage with the community you’re building. In the growing athleisure and activewear market, differentiation comes down to brand identity, values, community engagement, and effective marketing. Each brand will carve its unique niche by demonstrating its commitment to a particular lifestyle, values, and the needs of its consumers.”

Consumer perspective

The evolving landscape of influencer culture mirrors the ascent of athleisure, with an increasing number of individuals embracing comfortable and stylish outfits. Brunch spoke to several prominent personalities who not only wear but also advocate for athletic wear.

These influencers highlighted the practicality and comfort of activewear, particularly in light of the changing rhythms of their lives. They praised the growing availability of locally-produced activewear, which offers a wider array of choices.

Naomi Wijemanne voiced her satisfaction, saying: “I think it’s great that there’s high-quality locally-made activewear easily available now. Not too long ago, the only options were to either buy branded stuff or shop overseas or online and ship it down. I appreciate the fact that I can shop here and that there’s variety.”

Amandha Amarasekara also shared his thoughts: “Given Sri Lanka’s hot weather, unless you’re working in an air-conditioned office environment, activewear is just a smarter choice for everyone. More brands mean more options for us to choose what works for us. That way, you can choose what best fits your personal style and maybe introduce that into your wardrobe instead of buying a piece because that’s all there is. It also pushes brands to produce better quality products to stay relevant and ahead of the competition, so we also win that way.”

Similarly, workout enthusiasts also noted how affordability and accessibility had played a huge role in them opting for locally-made activewear.

Antoinette George expressed her enthusiasm, noting: “It’s truly wonderful to have an expanding array of options, especially when international brands become costlier due to exchange rate fluctuations. The presence of multiple brands ensures quality assurance, and I’m delighted to witness the resurgence of local brands.”

It appears that we have crossed a point of no return, where the boundaries between comfort, fashion, and functionality have blurred, giving rise to a new era in attire that mirrors our evolving work culture and lifestyle choices.