Proper Attire US is a start-up clothing brand from the San Francisco Bay Area that aims to topple gender norms with a new line of unisex athleisure wear. Its 10 Essentials collection is made predominantly out of organic materials, including bamboo, and is designed to be both comfortable and fashionable. Those two objectives are met via the use of monochromatic styling. Multiple layers and varied types of textiles are used to create a simple and sharp look without the need for a variety of colorways.
Proper Attire US launched a Kickstarter to help fund its debut collection. The goal is $55,000, with those who donate $99 or more receiving pieces from the collection. The fashion industry and society overall are moving towards a state of gender-neutrality where self-identification and comfort in one's own skin is valued more than prescribed social norms. As more people become comfortable declaring their identities, the fashion world will need to respond with increasing amounts of unisex collections like the Proper Attire US 10 Essentials.
Gender-Neutral Athleisure Apparel
Proper Attire US Encourages Comfortable Self-Identification
Trend Themes
1. Gender-neutral Athleisure Apparel - Opportunity to create gender-neutral athleisure apparel that blends comfort and fashion in response to the growing demand for self-identification and breaking gender norms.
2. Organic Materials in Fashion - The rise of using organic materials, such as bamboo, in fashion to cater to the eco-conscious consumers seeking sustainable and ethical options.
3. Crowdfunding for Fashion Start-ups - Opportunity for fashion start-ups to use crowdfunding platforms like Kickstarter to garner support and funding for their innovative collections.
Industry Implications
1. Fashion - The fashion industry needs to embrace gender neutrality by designing and producing more collections that cater to individuals breaking traditional gender norms.
2. Sustainable Fashion - Opportunity for sustainable fashion brands to incorporate organic materials like bamboo into their collections to cater to the environmentally conscious consumer base.
3. Crowdfunding - Crowdfunding platforms like Kickstarter provide a viable option for fashion entrepreneurs to finance their start-ups and introduce innovative and disruptive designs to the market.