# Breathable Comfort “Breathability” in clothing design is increasingly prioritized. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 2, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/breathable-comfort ## Key Figures - Trend score: 2.4/10 - Evidence articles: 5 ## What is the Breathable Comfort trend? **Breathable Comfort:** With athleisure increasingly popular as consumers’ day-to-day wear, brands are prioritizing comfort in the form of “breathability.” These breathable clothing designs, or the perception of breathability, gives brands a clear marketing angle while offering consumers the functionality and comfort they require. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 15 to Jun 30, 2018 - Published: Jul 2, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Breathable Comfort trend ### Breathable Clothing As athleisure continues to dominate, consumers are prioritizing ‘breathability’ when it comes to clothing design. ### Nautical-Inspired Footwear Brands like Novus are taking cues from the Pacific and Caribbean waters and creating a range of vibrant, lightweight and portable footwear that is perfect for beach and outdoor activities. ### Natural Luxury Bedding With health and personal wellness under scrutiny, consumers are looking for natural bedding options that are both comfortable and safe, making materials like 100% Egyptian cotton a high-demand trend. ## What the Breathable Comfort trend means for industry ### For Fashion and apparel Brands can incorporate technical innovations to create comfortable, high-performance breathable clothes that cater to active lifestyles. ### For Outdoor and adventure Focusing on lightweight and portable footwear that emphasizes a sense of travel and the outdoors could be a valuable disruption to the industry. ### For Home goods and bedding The organic and natural bedding market is expanding, with the use of high-end fabrics like Egyptian cotton in sheets being an indicator of the trend. ## Workshop question How can your brand better angle the benefits of one of its products/services? ## Trend signals for Breathable Comfort Trend score 2.4 out of 10, from popularity 29%, activity 35%, freshness 8%. - Popularity: 29% - Activity: 35% - Freshness: 8% ## Examples of the Breathable Comfort trend 5 featured examples from Jun 15 to Jun 30, 2018. - [Adventurous Nautical Footwear](https://www.trendhunter.com/trends/nautical-footwear): Novus' Oceania Line Celebrates Travel, Exploration and Discovery (Category: Fashion) Implication: Disruptive innovation opportunities in the footwear industry by creating nautical-inspired shoe designs. - [Breathable Outdoor Apparel](https://www.trendhunter.com/trends/north-face-and-beams): The North Face and BEAMS Joined for a Summer 2018 Collection (Category: Fashion) Implication: The outdoor apparel industry should explore the opportunity to develop more technical and breathable clothing for outdoor activities. - [Athlete-Designed All-Conditions Jackets](https://www.trendhunter.com/trends/allconditions-jacket): ANIFA & Michael Owen Produce a High-performance Collab (Category: Lifestyle) Implication: Collaboration between athletes and sportswear brands to create functional and stylish all-conditions jackets. - [Breathable Handmade Apparel](https://www.trendhunter.com/trends/dashiel-brahmann): The New Dashiel Brahmann Capsule Infuses Textures and Comfort For SS19 (Category: Fashion) Implication: Opportunity to develop sustainable and eco-friendly clothing lines for consumers who prioritize ethical and conscious fashion. - [Breathable High-End Cotton Sheets](https://www.trendhunter.com/trends/luxury-bedding): The 'Slumber' Luxury Bedding is Free of Harmful Chemicals (Category: Art & Design) Implication: By offering non-toxic bedding, the bedding industry can disrupt the market and appeal to customers who prioritize health and wellness. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)