They're banking on dressing up for doing nothing.
, a quilted robe meets comforter. "[It's] that feeling of when you wake up and don't want to get out of bed. How do you conserve that feeling and make it into a garment?" she describes., which launched in 2014. One day she clocked herself in the mirror wearing her husband's old fraternity T-shirt and boxer shorts. "What's that situation?!" she recalls. And so she set about finding decent sleepwear.
label in 2019 as a pastel-pretty capsule collection of post-9-to-5-wear: track pants, blouses, shorts, and camis."I think inactive-wear is really important because during the past few years, activewear has been such a big part of a larger conversation around wellness and obviously being active is super important, but there is this whole other side of self-care that can sometimes feel ignored," points out Zhou.
Comfort, therefore, is key. But sweats just don't cut it and a gym kit feels wrong. Attention to the right fabrication is at the core of these brands' selling point — think alpaca, natural silk, premium cottons, or French terry over sporty performance stretch styles, which, as a result, make you feel good both physically and mentally; quite a different combination compared with the athleisure category that came before it.
. "It's morphed into comfort as self-care; self-improvement has migrated to self-care. Even if it's indulgent, it's good for you, which is different to the tone of you must constantly be improving, which has an anxious layer to it.
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