The aesthetic elevation of functional wear has likely reached an all-time peak as more and more brands seek to not discriminate between performance and style, but rather fuse the two together in a balanced whole. This is exceptionally evident from HAVEN’s latest editorial that is dedicated to the Winter 2019 season. The functional wear editorial called attention to brands like Ten c, Burton AK457, White Mountaineering, The North Face, Stone Island, and the NEIGHBORHOOD – all of which have won over consumer loyalty one way or another.
The functional wear pieces spotlighted in the HAVEN Winter 2019 lookbook utilize performance-enhancing fabrics that are durable – a good example of this is the duo-layered waterproof GORE-TEX shell which is supplemented with other features that make the wearer more comfortable.
Fashionably Functional Wear Editorials
HAVEN's Editorial Brings Style & Functionality Together
Trend Themes
1. Functional Wear Integration - The fusion of performance and style in functional wear presents opportunities for brands to create innovative, fashion-forward garments that meet the needs of active consumers.
2. Performance Enhancing Fabrics - The use of durable, performance-enhancing fabrics in functional wear opens up possibilities for brands to develop long-lasting and comfortable garments for outdoor enthusiasts.
3. Consumer Loyalty to Functional Wear Brands - The growing consumer loyalty to functional wear brands demonstrates an opportunity for companies to further engage and cultivate brand advocates through innovative design and functionality.
Industry Implications
1. Outdoor Apparel - The outdoor apparel industry can capitalize on the trend of functional wear integration by developing stylish and high-performance garments for adventurers and outdoor enthusiasts.
2. Sportswear - In the sportswear industry, there is an opportunity to leverage performance enhancing fabrics to create athletic wear that combines functionality and style, appealing to active individuals seeking both performance and fashion.
3. Streetwear - Streetwear brands can tap into the trend of functional wear integration to design fashionable urban clothing that incorporates performance-enhancing features, catering to the modern consumer's desire for versatility and functionality in their wardrobe.