Category
Fashion
Scaled Restraint
Trend cluster
Category
Reclaimed
Rugby
The classic rugby shirt inspires a range of new interpretations.
3.7
Trend score
Trend
What is the Reclaimed Rugby trend?
Reclaimed Rugby: As the must-have pieces of the season begin to reveal themselves across Instagram feeds—rugby shirts, in particular, appear to be making a comeback in a major way. This signals to a continuation of the sport-specific inspirations of recent summers past.
Insight
The consumer insight behind the Reclaimed Rugby trend
Today, many consumers have a dynamic lifestyle where they strive to find a balance between work, their family, their social lives, and so on. Being continuously on-the-go, many look for performance-driven products that will support their active lifestyles. However, consumers often do not want to sacrifice aesthetics for function and in order to be more confident and comfortable in their day-to-day, they look for products that strike a balance between the two.
Trend themes
Themes within the Reclaimed Rugby trend
Three behaviours holding the trend together01
Sports-Informed Fashion
The comeback of sport-specific inspirations provides a disruptive innovation opportunity to create high-performance products that also strike a balance between function and aesthetics.
02
Upcycling
Creating new pieces of fashion from vintage materials provides a sustainable and eco-friendly disruptive innovation opportunity.
03
Hybrid Apparel
Combining different styles, aesthetics and silhouettes to create new fashion items provides a disruptive innovation opportunity for daring designers to create clothing that stands out from the crowd.
Industry implications
What the Reclaimed Rugby trend means for industry
Where the trend changes the playbookFor
Sports Apparel
The trend of sport-specific inspirations provides an opportunity for apparel companies to offer high-performance, comfortable and stylish clothing.
For
Sustainable Fashion
The trend of upcycling vintage materials provides an opportunity for fashion brands to reduce their carbon footprint and create eco-friendly and unique pieces of clothing.
For
Fast Fashion
The trend of creating hybrid apparel provides an opportunity for fast fashion brands to create new and trendy items quickly and efficiently.
Workshop question
What timeless style can you look to in order to inspire contemporary inspirations that will appeal to consumers on multiple levels?
Trend signals
Trend signals for Reclaimed Rugby
Trend score 3.7 out of 10, from popularity 42%, activity 61%, freshness 8%.
Popularity42%
Activity61%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Reclaimed Rugby trend
5 featured examples from Aug 30, 2018 to May 25, 2019CategoryFashion
Preppy Street Style Fashion
Rowling Blazers Offers an Eclectic Menswear Line for Fall/Winter 2018
The apparel industry can incorporate elements of preppy and street styles to appeal to a wider consumer base.
CategoryLifestyle
Floral-Printed Rugby Sets
NOAH Launches a Matching Set of Apparel Centered Around Rugby Shapes
Fashion retailers can leverage the trend toward matching apparel and floral prints to create new and unique product offerings.
CategoryFashion
Cozy Sports-Informed Streetwear
The UNDEFEATED Holiday 2018 Capsule Boasts Comfortable Elements
Disruptive innovation opportunity: Incorporate augmented reality into the fashion industry to create virtual fitting rooms that enhance the online shopping experience.
CategoryEco
Upcycled Militaristic Graphic Apparel
These Ralph Lauren Pieces Feature Vintage Polo Materials
The fashion industry can benefit from upcycling by creating exclusive limited-edition collections that appeal to environmentally conscious consumers.
CategoryFashion
Breezy Rugby Shirt Dresses
The Joe Fresh Rugby Dress is Ideal for Summer Days Spent Outside
Fashion brands have the opportunity to leverage the reclamation of the rugby shirt trend to create new and exciting designs.
