The Rise of Luxury Loungewear
The Rise of Luxury Loungewear
By Brooklyn Hoffmann — September 17, 2024
The rise of athleisure has brought upon an epidemic that strives to produce laid-back clothing — somewhere between athletic wear and pajamas — called loungewear.
Article cover graphic by Aliza Warner. Images from Dupe Photos.
American fashion has long been known to diverge from the typical trends of other countries. While the European fashion industry tends to gravitate towards neutral colors and chic basics, Americans are constantly looking for the perfect colorful outfit that will make them stand out from the crowd.
Many countries, such as France and Italy, hold their wardrobe to a high standard that keeps them dressed to the nines for a simple Sunday stroll. America, on the other hand, has created a new genre of fashion focused on comfort.
The rise of athleisure has brought upon an epidemic that strives to produce laid-back clothing — somewhere between athletic wear and pajamas — called loungewear. Loungewear is defined as loose, comfortable clothing designed for relaxing and maintaining a fashionable appearance for a seamless transition from home to public activities.
Champion invented hoodies in the 1930s to keep workers warm in New York warehouses. The 1970s and 80s further popularized the sweatsuit during the age of hip-hop culture, graffiti artists, and skateboarders. As street style began to evolve, tracksuits made out of cotton, polyester, and terry cloth became increasingly prominent in the fashion industry. The early 2000s marked the rise of Y2K fashion, with the Juicy velour tracksuit skyrocketing in popularity among celebrities and regular people alike. In today’s fashion culture, loungewear has been modernized and marketed specifically towards high school and college-aged women.
In 2020, Kennedy Crichlow and Mary Ralph Lawson solidified their space in the ever-growing leisure industry with the creation of Daily Drills. Starting with a shared vision and a $10,000 investment, the duo made pieces using high-quality fabrics that inspired playfulness and endless styling possibilities. The brand has become a hit among women everywhere, with sweat shorts, silky pants, tank tops, and crewneck sweatshirts flying off digital shelves. In 2023, Daily Drills had an impressive projected revenue of $8 million.
Similarly, The Bar is a clothing brand founded by Bridget Bahl, a former publicist for Yves Saint Laurent who transitioned into a fashion blogger and influencer. Her signature piece is a simple sweatshirt with “The Bar” emblazoned on the front. “The Bar” is a play on the saying “Meet me at the bar,” but it is also up to interpretation, adding to the allure. The Bar’s minimalist design helps create versatile pieces that can easily be paired with a variety of looks.
In 2022 Chelsea Parke Kramer created her namesake brand Parke to produce items that are comfortable, stylish, versatile, and hold up for years to come. Although the brand’s initial focus was denim, Parke has since come out with an array of sweatshirts and boxers that have gained just as much, if not more, traction.
The fashion industry has many repeated patterns, but one of the most notorious is turning everyday basics into its own market. An outfit that was once considered “cheap” and only acceptable for lounging is now coveted by many willing to pay a high price for it.
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