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The trend of running has slowly caused the rise of running fashion - people are increasingly not just wearing 'running gear' but considered outfits, using exercise as an opportunity to show their personal style. At the same time, running fashion brands like Satisfy, Soar, Saysky, Ante, District Vision and more approach running with a new, more directional and fashion-forward aesthetic. This has also led to fast fashion brands like Zara and H&M dropping their own running lines, with looks inspired by luxury brands.
Legacy athleisure brands like Nike, Adidas and Lululemon need to reinvent themselves to gain back cultural relevance - using both respected sub-brands like Gyakusou and ACG, and collaborating with smaller designers. The recent collaboration between Adidas and Satisfy might make Satisfy's aesthetic more affordable or produced at scale, but potentially damages its counter-cultural worldview at the same time.
What's your favourite running brand right now?
*Some of my favourite international stores right now for technical fashion and more*
END clothing: https://endclothing.sjv.io/k0rZen
Haven: https://havenshop.com/collections/new-arrivals?ktk=UGdZc2tBLWY3ZWE0MjgwZGI5
This Thing Of Ours: https://bit.ly/4bJEmIM
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