DOXA is a running brand based in Copenhagen and it recently released the lookbook for its Spring/Summer 2019 collection. Appropriately dubbed 'Injuries Make You Stronger,' the label chose to stay away from the traditional black sportswear silhouette. Instead, DOXA embraced irregular patterns and vibrant colors.
The running brand instills a positive attitude toward running with its clothing. Besides the monochromatic yellow ensemble that boasts a tank top and shorts, DOXA's offerings are also quite dynamic as seen on the garments that have a graphic quality.
The running brand is known for its support of emerging Kenyan athletes and it's continuing this initative during the Spring/Summer 2019 season. In addition to this, the latest capsule also features clothing that has been crafted with upcycled plastic bottles.
Spring-Ready Running Wear Lines
Running Brand DOXA is Daring for Its Spring/Summer 2019 Release
Trend Themes
1. Irregular Patterns - Disruptive innovation opportunity: Utilize irregular patterns in sportswear design for a bold and unique aesthetic.
2. Vibrant Colors - Disruptive innovation opportunity: Experiment with vibrant colors in sportswear to break away from traditional black silhouettes and attract a younger, trend-conscious demographic.
3. Upcycled Materials - Disruptive innovation opportunity: Incorporate upcycled materials, such as plastic bottles, into sportswear manufacturing for sustainable and eco-friendly options.
Industry Implications
1. Sportswear Manufacturing - Disruptive innovation opportunity: Explore new techniques and materials for sportswear manufacturing to create innovative and sustainable products.
2. Athletic Retail - Disruptive innovation opportunity: Curate a selection of sportswear brands that focus on unconventional patterns, vibrant colors, and upcycled materials to cater to the growing demand for unique and eco-conscious athletic wear.
3. Athlete Support Initiatives - Disruptive innovation opportunity: Develop initiatives that support emerging athletes, such as collaborations with running brands, to foster positive connections between sports and fashion.