Nike claims the driving factor has been the demand for fashionable and flattering workout gear.
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The larger athleisure market grew to $33.6 billion by 2015, and $48 billion by 2018. reported their women's business comprised $7 billion in 2010. ĭemand for comfortable active, athletic, sports and casual wear has increased since the turn of the 21st century. Rachel Marlow, writing in Vogue, noted that yoga pants had become acceptable wear for women "on the school run, in the line for morning coffee, over a business lunch, or even drinks". In Clemente's view, all three of these trends developed slowly throughout the 20th century. Another fashion historian, Deirdre Clemente, states that athleisure clothing arrived when three trends came together: the technical improvement of fibres to create strong, long-lasting and flexible materials such as spandex a Western fascination for appearing extremely healthy and the decline of formality in clothing, allowing yoga clothing to blend into office wear. The fashion historian Amanda Hallay noted that women want to look as if they are running to the gym, whether they are or not. The Atlantic however suggested, based on a preliminary 2012 study of "enclothed cognition", that wearing active clothing might encourage people to exercise more. Suzanne Wexler, writing in The Vancouver Sun, agreed, calling yoga pants with heels and blouse "a fashion faux pas". Jessica Grose, writing in Slate, responded that whatever was done to yoga pants to make them look more like dress pants (business suit trousers), they were still leggings.
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Fortune suggested that these could be paired with high-heeled shoes and a smart blouse to help them fit in. Yoga pants have even been adopted as office wear in 2014, Betabrand's " dress pant yoga pants" became its bestselling product. Women wear them around the house, as maternity wear, and for dancing and going to clubs. Yoga pants have migrated from the yoga studio to the high street from the early 2010s, they have increasingly been used as everyday casual wear. Many members of this yoga class are wearing yoga pants others wear shorts or tracksuit bottoms. They may be made from blends of cotton, Lycra spandex, nylon, polyester, wool, or similar light and stretchy synthetic material giving the pants a soft, smooth finish. They provide flexibility and comfort, wicking moisture away from the body and helping to keep the wearer cool and comfortable. Basic yoga pants are black, tight-fitted, boot-cut, flared, and reversible they are made of a four-way stretch fabric, with a flat elastic waistband at the top. Styles include the traditional boot-cut and flared yoga pants with a flat waistband. By 2018, there were over 11,000 types, according to Bloomberg, with a style by Lucas High on sale for as much as $230. Many styles and brands of yoga pants are available at a wide range of prices, determined primarily by brand: in 2015, a high-end pair from the specialist retailer Lululemon cost $98, whereas a less well-known brand sold by the general retailer Target cost $20. Numerous competitors entered the market, some of them such as Nike, Adidas, and Target also offering specialised fabrics. Yoga pants took some years to spread around the world the first Lululemon store in Europe opened in 2014, in London's Covent Garden. Yoga pants increased in popularity, to the point where by 2014 American teenagers preferred them to jeans the jeans manufacturer Levi Strauss, threatened with "an existential crisis", was obliged to make some of its jeans stretchy. In 2005 Lululemon introduced a stretch fabric (Luon) with more nylon microfibre and less polyester, followed by several more specialised fabrics: a four-way stretch moisture-wicking fabric (Luxtreme), a compression fabric (Nulux), and an odour-reducing fabric containing silver as an antibacterial (Silverescent). Lululemon's founder, Chip Wilson, is said to have attended a yoga class in 1997 where the instructor was wearing "slinky dance attire" that fitted like a second skin, reportedly inspiring him to found his yoga fashion business. Yoga pants made of nylon and Lycra appeared on the market in 1998, sold by Lululemon in its first store in Vancouver as suitable attire for the yoga studio. īy the 1990s this had become a popular form of exercise across the Western world, especially for women. In India in the early 20th century, the postures of medieval haṭha yoga were combined with movements from gymnastics, creating a new tradition of postural yoga. Yoga originated in India as a spiritual practice.