# DTC Cozy Apparel Brands Upwest is a New Dtc Fashion and Lifestyle Brand Focused on Comfort By JD West | Published 2019-11-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dtc-fashion References: [forbes](https://www.forbes.com/sites/kaleighmoore/2019/11/07/express-launches-upwest-a-new-lifestyle-spinoff-brand/#2bb0d882d8db) & [retailwire](https://www.retailwire.com/discussion/express-launches-digital-first-dtc-wellness-brand/) UpWest is a new DTC fashion and lifestyle brand launched by US retailer [Express](https://www.trendhunter.com/trends/cantonese-bbq-brisket). The brand's purpose is to provide comfort for consumers in the areas of body, mind, and spirit. UpWest is focusing on the larger retail ideas surrounding health and wellness, as well as sustainability, which specifically targets the millennial demographic -- who often desires brands that are transparent, promote diversity, and provide products with a purpose. The brand has a balanced product line featuring jackets, sweaters, [loungewear, and sleepwear](https://www.trendhunter.com/trends/homebody-sleepwear-collection) for both men and women, while also carrying wellness products and home goods like sleep aids, CBD, skincare, candles, diffusers, blankets, and pillows. In order to help with its launch, the DTC fashion brand is creating [pop-up events](https://www.trendhunter.com/trends/knix-opens-immersive-retail) in Chicago, Columbus, Nashville, Denver, and Austin to give customers a look into the brand and products while also featuring relaxation experiences like yoga and meditation classes. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 76% | Activity: 51% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **DTC Wellness Apparel:** Creating direct-to-consumer apparel brands focused on promoting health and wellness offers a disruptive opportunity to target the millennial demographic who value transparency and ethical production practices. - **Sustainable Fashion Retail:** The trend of producing sustainable and eco-friendly fashion products is disrupting the traditional fashion industry, creating an opportunity for new DTC brands like UpWest to appeal to a socially conscious consumer base. - **Experiential Pop-up Stores:** Creating pop-up events and offering experiences like yoga and meditation classes can disrupt traditional retail by engaging customers with a lifestyle and brand beyond just a physical product. ### Industries Being Reshaped - **Apparel Industry:** DTC fashion brands like UpWest are disrupting the traditional supply chain of the apparel industry with a focus on transparency, ethical production practices, and sustainable materials and promoting wellness through their products. - **Wellness Industry:** The trend of incorporating wellness products into apparel and fashion products is creating disruptive opportunities for new brands like UpWest to appeal to a growing consumer desire for products that promote mental and physical health. - **Retail Industry:** The emergence of experiential retail through pop-up stores and lifestyle-based events is disrupting traditional brick-and-mortar retail and creating a new way for DTC brands like UpWest to engage with customers. ## Related on Trend Hunter - [functional footwear brands](https://www.trendhunter.com/trends/lifestyle-brand-brunch.md) - [Home-Focused Fashion Lines](https://www.trendhunter.com/trends/private-label-apparel.md) - [Cozy Holiday Loungewear](https://www.trendhunter.com/trends/cozy-winter-loungewear.md) - [Luxurious Everyday Wear](https://www.trendhunter.com/trends/luxurious-everyday-wear.md) - [Drop-In Wellness Solutions](https://www.trendhunter.com/trends/beyond-yoga.md) - [In-House Minimalist Apparel](https://www.trendhunter.com/trends/contemporary-womens-fashion.md) - [Premium Lifestyle Apparel Capsules](https://www.trendhunter.com/trends/lululemon-x-erewhon.md) - [Comfort-Focused Athleisure Lines](https://www.trendhunter.com/trends/fresh-athleisure-collection.md) - [Collaborative Lounge Sets](https://www.trendhunter.com/trends/cozy-earth-loews-hotels-lounge-set.md)