Contemporary athleisure brands tend to focus on performance, fit and aesthetic and a truly successful collection is able to balance all three of these qualities to perfection. Barracks is a new athleisure brand in Canada that seeks to "motivate and inspire." The goods are made locally and in Toronto, for an added benefit.
Designed by Roger Brown, the pieces maintain a strong militant aesthetic. As a result, the collection can be filed under the streetwear category, with a focus on providing optimal comfort for those on-the-go.
In its deeply utilitarian expression, the athleisure brand is also successful in incorporating some bold, eye-captivating elements. For example, the neon orange lettering creates a very strong contrast with the camo print.
Militant Athleisure Brands
Barracks is a Canadian Brand That Inspires a Healthy Lifestyle
Trend Themes
1. Militant Athleisure - Opportunity to disrupt the traditional athleisure market by catering to those who prefer a more military-inspired aesthetic.
2. Local Manufacturing - Establishing a local manufacturing process can be a unique selling point for athleisure brands looking to stand out in a crowded market.
3. Streetwear Crossover - Opportunity to create a successful crossover between athleisure and streetwear fashion by offering unique designs and comfortable fits.
Industry Implications
1. Athleisure - Barracks has identified opportunity in the athleisure market by incorporating a militant aesthetic with relaxed fit and performance fabric.
2. Local Manufacturing - Barracks has established local manufacturing in Toronto, an opportunity for up-and-coming athleisure brands to stand out and set themselves apart from other brands due to the quality of their products.
3. Streetwear - Barracks' focus on the aesthetic of streetwear and the utility of athleisure wear creates an opportunity for brands to cater to those who value comfort and practicality in their clothing choices.