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The New Fashion Frontier

There are lessons to be learned about how athleisure, animated by the activewear industry, has become the new frontier of fashion whilst staying within the realm specific sport parameters. From the simple legging and jogging suit evolved a complete hybrid wardrobe of simple to wear garments, linked to modern lifestyles and changing attitudes.

What was simply once called a ‘sport department’ with the familiar rubbery smell and women unfriendly fitting rooms, has become the place where one can learn and experience a dynamic world of promises and connections. Everything has a high level of ‘cool’ and invites to ‘become a better you’. Not so amazing that this concentrated energy, often linked to very likeable celebrities, develops better than most of the other fashion classifications.

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