Britons are embracing a shift in their daily attire, with a recent study confirming the rise of activewear as a key component of their wardrobes.
According to research conducted by Primark, nearly half of Britons (46%) feel more self-assured in their workout attire compared to other clothing options, solidifying gym wear as a popular choice for everyday wear.
A significant 63% of individuals now incorporate activewear into their daily outfits, utilizing gym clothes for various activities such as running errands, shopping, or meeting friends for coffee.
Surprisingly, almost a quarter (23%) of respondents admitted to wearing activewear almost every day for non-fitness purposes, including attending the theatre, working in the office, and even on first dates.
This sartorial shift reflects broader changes in social behaviors, with 47% of Britons indicating that a larger portion of their social engagements now revolve around wellness activities, such as walking or exercising together.
Despite the increasing popularity of activewear, cost remains a barrier for many, with 78% mentioning that high prices deter them from purchasing desired styles. Additionally, 54% find the activewear they desire often too expensive for regular purchases.
In response to this trend, Primark has launched its largest activewear collection to date, named the NEW Performance collection. Endorsed by Rita Ora and UK musician Krept, the range features stylish and innovative activewear pieces, including leggings, tops, hoodies, and running gear, with prices starting as low as £2.50 for accessories and £4.50 for activewear items.
Mary Lucas, the Trading Director of Womenswear at Primark, emphasized the importance of creating versatile and high-quality activewear that can seamlessly transition from workouts to daily wear. The collection incorporates the latest fabric technology to ensure comfort and confidence at affordable prices.
To celebrate the launch, Primark is introducing PI-LATTES by Primark, a Pilates-inspired coffee shop experience that reflects the integration of activewear into everyday social life. Visitors can enjoy a café-style menu and receive a complimentary activewear piece in exchange for the price of a regular coffee break.
The pop-up event will take place in London at Kachette, 347 Old St, London, EC1V 9LP, from 11 am to 5 pm on January 21.