Do you really need specialist clothing for... *insert a sport/outdoor activity here ?
This is a question very close to my heart.
I design functional clothing for a living, and I see all areas of the garment spectrum from the completely niche needs of a professional, to the more generic all round performance requirements of the casual user.
I think actually a more important question to ask is:
In a world of over production, where we are literally drowning in sports and outdoor clothing, does the world need another activity specific range or brand?
I have always been an advocate of personal style, wearing clothes you feel comfortable in, that express who you are at any point in time, that can make you feel part of a group, or can make you stand out - whichever is your preference.
I remember the days when fashion ‘trends’ would bubble up from the streets, born out of cultural movements or reactions to world events. I remember when you would look to the catwalks to see what bizarre, unique, crazy, beautiful story each designer was telling through their collections and then watch as some of the shapes and details would gradually filter their way down into clothes we could buy on the high street.
And I remember when it was the norm to use all elements of the world around you to inspire shapes, silhouettes, design lines, textures and colour palettes…..(and for the record this is still the way I like work!)
There have long been dress codes associated with sport…be they to do with style, practicality , tradition or performance.
And balancing function and aesthetic is important. Because no one wants to wear an item they don't like the look of or which makes them feel uncomfortable.
In my line of work, function is almost always non-negotiable. But it has to be honest function. (Do you need 20k/20k waterproof breathable fabric, a helmet compatible hood and 27 pockets to walk the dog?). And the look should always be relevant and appealing to the end user (which is where the ‘trends’ and aesthetic inspiration come in), because otherwise no one will want to wear the stuff!
BUT style should never be a barrier to limit access to an activity. Sport / The Outdoors is not a naff small town 90’s nightclub ... .you shouldn't be refused entry because you’re wearing the wrong type of shoes! (but also…common sense!! High heels are not the right choice for a stomp through your local woodland on a wet winter’s day!).
So…what is my point?
In the times we live in, we can not afford to keep churning out more and more clothes (sportswear or fashion). We need to completely rewire our approach to buying, wearing, designing and producing the clothes we wear whatever the activity we are wearing them for.
Do you need specific clothes to do “X” sports / outdoor activity?
I’d answer sometimes yes, but often not so much.
If you’re a brand (or thinking about being a brand) perhaps ask yourself….
Do you want to create a product to specifically cater for a sport’s unique performance requirements?
How is your product going to be genuinely different to everything else on the market?
And how will you ensure that the entire lifecycle of your product helps the world move away from the wasteful, unethical, environmentally detrimental business models that already take up so much of the market!
And if you're a person considering taking up a new sport or activity, chances are there's already kit in your wardrobe that performs just as you need it to…and as a side note, you can absolutely style those clothes however you like!