Contemporary athleisure brands tend to focus on performance, fit and aesthetic and a truly successful collection is able to balance all three of these qualities to perfection. Barracks is a new athleisure brand in Canada that seeks to “motivate and inspire.” The goods are made locally and in Toronto, for an added benefit.
Designed by Roger Brown, the pieces maintain a strong militant aesthetic. As a result, the collection can be filed under the streetwear category, with a focus on providing optimal comfort for those on-the-go.
In its deeply utilitarian expression, the athleisure brand is also successful in incorporating some bold, eye-captivating elements. For example, the neon orange lettering creates a very strong contrast with the camo print.
Image Credit: Barrack
What's Driving This Trend
- Militant Athleisure
- Opportunity to disrupt the traditional athleisure market by catering to those who prefer a more military-inspired aesthetic.
- Local Manufacturing
- Establishing a local manufacturing process can be a unique selling point for athleisure brands looking to stand out in a crowded market.
- Streetwear Crossover
- Opportunity to create a successful crossover between athleisure and streetwear fashion by offering unique designs and comfortable fits.
Who This Affects Most
- Athleisure
- Barracks has identified opportunity in the athleisure market by incorporating a militant aesthetic with relaxed fit and performance fabric.
- Local Manufacturing
- Barracks has established local manufacturing in Toronto, an opportunity for up-and-coming athleisure brands to stand out and set themselves apart from other brands due to the quality of their products.
- Streetwear
- Barracks' focus on the aesthetic of streetwear and the utility of athleisure wear creates an opportunity for brands to cater to those who value comfort and practicality in their clothing choices.
