5 Activewear Trends Arriving in 2023
It's no secret that activewear is taking over the fashion world. And as 2023 nears, some clear macro-trends are strengthening in the category.
As you prepare for the coming year, here are 5 activewear trends to keep your eye on:
Retro 1990s looks - throwbacks, neon, tie dye, etc.
One-piece activewear - jumpsuits, rompers, bike unitards, active dresses
Inclusivity - all-encompassing - from size to age
Eco-materials - Seawool, SeaCell, and Repreve
Circularity and footprint - sustainable supply chain
As you can tell, some trends are light-hearted and harken to the past, while others represent a meaningful change that embraces the future. Let's have a closer look at each, so you can confidently head into the new year with the right intel, and if possible, adjust to meet the consumer.
1. The '90s Called...
Ever heard of the nostalgia pendulum? It's a phenomenon in which trends from the past start to come back around in popularity. But why?
Well, when people are kids and more impressionable, what trends at a young age becomes fond. And as that demographic ages and acquires more disposable income they can afford to buy things they loved or yearned for as kids.
It typically happens around 25-30 years - perfectly timed for a generation to get their career going and have some extra cash lying around.
And it's happening right now in the world of activewear.
Brand Throwbacks
Brands like Nike, Adidas, and Reebok are all coming out with new takes on their classic 90s styles.
High-waisted leggings, sports bras with bold logos, and tracksuits are just a few of the pieces making a comeback. This trend will continue to surge for the next couple of years.
Neon Colors
Neon colors were big in the 80s and early 90s, and they're all over activewear. While black and grey are still popular colors for workout clothes, we're seeing more and more people opting for brighter, more eye-catching shades.
Bonus points for mixing it up too - a trend lifting off is bolding mixing colors - a la neon orange and neon yellow.
Tie-Dye
Tie-dye was another huge trend in the 90s, and it looks like it's here to stay.
This fun, colorful print has been on its comeback tour for a couple of years now, but still in demand, and oh so 90s.
It's perfect for activewear because it's so eye-catching and vibrant.
2. The One-Piece Revolution
Every festival-goer a couple of years back was rocking jumpsuits and rompers - so the concept or novelty of these items is nothing new for consumers.
What is new though is that they've shifted from Coachella's casualwear collection to being performance-driven activewear.
One-piece activewear is set for takeoff - jumpsuits, rompers, and bike unitards leading the way.
Jumpsuits & Rompers
Maybe jumpsuits and rompers are better suited for the 90s category of this article because the nostalgia pendulum swings hard for both.
These one-piece wonders are not only stylish and comfortable, but they're also practical for a variety of activities.
For instance, jumpsuits are perfect for yoga or pilates thanks to their limited fabric and standard use of multi-way stretch materials, which allows for a full range of motion.
Rompers, on the other hand, are ideal for running or hiking as they provide support and coverage without being too bulky.
But what seems to be the impetus of their expansion into mainstream activewear is that both can be easily dressed up or down depending on the occasion.
A major reason consumers love activewear is because of its comfort and flexibility - whether they're headed to the gym or out for drinks with friends, there's a jumpsuit or romper that's perfect for the occasion.
Nevertheless, each has already arrived in the past couple of years and is still slated to grow in 2023.
Bike Unitards
The growth of Peloton (and now sudden decline) and cycling during Coronavirus, increased demand for clothing that functions on the bike.
Now, this isn't necessarily a bike unitard built for "cyclists" - the kind that doesn't follow the rules of the road.
Again, think Peloton riders or people that bought a Peloton and rode it for a month, and now it sits in a closet.
What doesn't sit in the closet for very long though is the bike unitard ("biketard" as it's known) - while the exercise component may have left consumer behavior, the fondness for the bike unitard remains.
Activewear Dresses
While it's not exactly a new trend, especially for the tennis and golf crowd, the increased popularity of dresses for activewear is worth talking about.
After all, what could be more convenient than slipping on a single piece of clothing and being good to go?
No need to worry about matching tops and bottoms - just throw on a dress and you're ready to take on your workout.
Whether you're hitting the gym or going for a run, an active dress can offer the same level of comfort and support as your favorite pair of leggings.
Using several trending fabrics, like Seacell or Bamboo Charcoal, the active dress can handle the rigorous activity and provide moisture-wicking, odor-resistant, and antibacterial properties.
Not to mention, dresses are often more comfortable than traditional activewear, thanks to their loose, flowy silhouette. And dresses often provide a more flattering fit than traditional activewear, making them a popular choice for women of all shapes and sizes.
The latter is a trend in its own right.
3. Inclusivity Continues Trajectory
From rib-showing models to one shade of skin color, activewear and athletic apparel brands have a checkered past when it comes to presenting an ideal for being active.
But in recent years, that's started to change. Societal shifts have forced reappraisal in the activewear industry.
This means more diverse models, a wider range of sizes, and a greater focus on serving underrepresented groups. The shift has already begun and is set for wider adoption in the coming year.
Trends are fleeting, and while inclusivity in activewear may feel like a trend because of its newness; important issues transcend industries.
The outcome of inclusivity in activewear and society at large is lasting; traveling far beyond a season or style.
So while inclusivity is within this list of trends, think of it more as the wakeup call for the new normal - an improved normal at that.
Pertaining to Size and Shape
Perhaps the most indicative sign that size and shape are in the midst of change is the relabeling of the "plus size model" to the "curve model."
Influential figures, like curve model Candice Huffine, have helped spur change in the size and shape of activewear. Aside from social influence, Candice Huffine launched DAY/WON a few years back, which is hitting its stride now.
The brand offers a broad range of sizes (0-32) and the range of styles goes from form fitting to loose fitting, adding further flexibility to letting anyone feel comfortable, regardless of size and shape.
This change isn't limited to traditional activewear garments either - or even size and shape.
Inclusivity - More Than A Size or Jumpsuit
Activewear that's more closely aligned to performance equipment is becoming far more inclusive too.
SHEFIT is no stranger to innovation or bucking the status quo.
The brand toppled the sports bra category, one that hadn't changed in 40 years.
And inclusivity has been in the brand's mission and execution since day one.
At a product level, the brand's bras come in sizes XS to 6Luxe. And they offer one-on-one virtual fittings to make sure everybody with any body type has the best fitting sports bra possible.
At an emotional level, the brand conveys inclusivity of shape, size, age, and color through action. An important distinction here is this action isn't just woke washing, as the brand has always been this way, and everything they do is built around this way of thinking.
It's in SHEFIT's DNA.
Images on the site, videos on social, how the brand speaks, and what they say - it all ladders up to a bigger commitment to inclusivity.
SHEFIT is among a few brands in activewear setting the bar for inclusivity. Providing a look at what activewear brands will need to become to be relevant now and in the future.
Inclusivity is All-Encompassing
The fashion industry and all its categories most often lean on size or shape in the context of inclusivity.
But, by definition, inclusivity is about providing equal access to opportunities or resources to those who could potentially be excluded or marginalized.
There's no way around the past of the industry - the truth is, the activewear space in the US has mostly catered to young, white, in-shape individuals.
Creating barriers for older individuals, people of color, people with disabilities, curvy bodies, or anyone that doesn't look like the models used in advertisements.
This isn't a statement written from a soapbox either, simply a factual observation with the sole purpose of showing that there's more to inclusivity for activewear than size or shape.
4. Eco-Materials Over Conventional Materials
Hurricanes, floods, and fires - the effects of climate change are no longer a thing of the future. They're happening now, and they're happening more often.
Everyone is aware of it, and many are taking action.
But this action isn't always the flower power, "lets all compost and ride our bikes to work" kind of action. Today, climate action can happen with the wallet as well.
As it relates to apparel, consumers have the highest eco-IQ with garments and fabrics. This is due in large part to daily interactions - making it hard to avoid and difficult to not understand.
The tangibility and ubiquity of materials, showing up in ways that can be seen and felt, even beyond activewear, elevates consumer understanding of materials.
As such, there are materials gaining traction and affinity with consumers because of their sustainable nature, and materials that consumers are avoiding because of their environmental knowledge.
Eco-Materials On the Rise
It's said that consumers vote with their wallets. And if that's the case, some eco-friendly fabrics fit the bill.
It can take years for new eco-materials to take hold with brands, but once they get a foothold with the brand, the consumer often responds positively - driving rapid growth for the fabric from there.
This has been the case with some eco-materials referenced in 5 Trending Eco-Friendly Fabrics in Activewear. The majority of the fabrics in the article are over 10 years old, but they are in high demand today.
Part of this extended timeline stems from the increasing environmental understanding and demand, but there is still a piece that's just part of the natural timeline for an adoption cycle.
Nonetheless, there are a couple of incredibly innovative and trending eco-materials you should be aware of or look to incorporate into your brand lineup because they will soon become part of the consumer vernacular.
Seawool - Oyster Powered Activewear
In the world of fabric, Seawool is a relative newcomer. Unveiled in 2017 Seawool is an eco-friendly material made from recycled polyester and... - you guessed it - oysters, with the intent of providing an alternative to merino wool.
Oyster shells are heated and combined with recycled polyester to create a yarn. The yarn is then used to create fabrics for activewear garments - like t-shirts, leggings, and more.
You'll learn more about recycled polyester in a subsequent section of this article, so for now, the big question is "why oysters?"
From an environmental view, oyster farming is big business, and what amounts to 4 million tons of oyster shells annually, ultimately becomes waste that isn't disposed of properly.
From a functional standpoint, ground-up oyster shells add some magical properties to Seawool, including:
Antimicrobial - Adding odor control to your activewear apparel
Moisture-Wicking - Improves rate of transferring skin moisture to apparel, keeping you dry
Anti-Static - Less likely to create that annoying static you get in dry weather when wearing conventional wool
SeaCell Active - Seaweed Powered Activewear
SeaCell doesn't sell sea shells like Seawool, but it does harness the power of the ocean to create an incredible fabric. And its not a new fabric by any means - released over a decade ago.
SeaCell is made from a unique blend of cellulose fibers (a wood pulp byproduct via lyocell) and seaweed, creating a fabric ideal for activewear.
Seaweed is packed with nutrients, and in the process of transferring the fibers of the seaweed to the cellulose, those nutrients are transferred as well.
The most amazing part of SeaCell is that with moisture contact, such as sweat from your skin, the nutrients within the fabric can transfer to your body. Vitamin e, magnesium, and calcium to name a few.
SeaCell Active has a unique addition of silver ions, which also help reduce the growth of bacteria and odors.
The fabric also has a few other important characteristics for activewear, such as moisture-wicking properties, UV protection, and being a great fabric for people with sensitive skin.
For the full list of eco-materials on the rise, head over to 5 Trending Eco-Friendly Fabrics in Activewear.
Virgin Materials On the Decline
Polyester and nylon are in everything. Polyester, in particular, is found in almost 60% of all apparel items.
Both are synthetic fibers, created with petroleum, and ultimately becoming the environmental enemy known as plastic.
Thankfully, consumers and brands alike are aware of the environmentally harmful production and creation of products like polyester and nylon and are taking action.
That action, although not the most sustainable solution available, is a better alternative than creating the fibers anew.
The most common solution is the use of recycled polyester and recycled nylon.
Related to recycled polyester, brands like Repreve are gaining a share in the mind of consumers, and can already be found in many high-profile activewear lineups.
Repreve is high-quality recycled polyester that's created by collecting post-consumer plastic water bottles, breaking them down into small pellets, then spinning the output into thread.
This process requires significantly less energy than creating polyester from scratch, with the added benefit of removing waste from the environment and lowering demand for virgin polyester.
And recycled polyester is just one form of making the most of materials for recycled clothing, a topic and practice set to grow at an exponential rate in the coming years.
Brands Using Eco-Materials Are Trending Too
Several activewear brands have already shifted to eco-materials, with a further commitment to reduce dependencies on synthetic fibers.
Among them is Stronger, the Swedish activewear brand that's been around since 2014.
Successful before the widespread awareness of the climate crisis, and growing since its inception, it always had a commitment and evidence-based action in sustainable practices and steps.
But in the past few years with a spike in consumer awareness of climate change, the monumental role that apparel plays in it, and resulting shifts in consumer behavior, Stronger has become a breakout brand in activewear.
The brand has several ecological commitments, but its use of eco-materials stands out. And consumers have noticed, rewarding the brand with piqued interest and revenue.
And stronger is just one example from the article 5 Sustainable Activewear Brands on the Rise, all of which show that using sustainable materials can help the planet and be financially lucrative at the same time.
5. Circularity and Footprint Focus
At the risk of contradicting the prior points around eco-materials, circularity, and footprint focus is the burgeoning trend where sustainability-minded consumers are smart to the idea that sustainability is bigger than just the material of the fabric.
While eco-materials and closed-loop are both under the sustainability umbrella, there's a stark difference in environmental knowledge maturity among consumers.
Eco-materials are further saturated in the mind of consumers, whereas the full supply chain of how a garment is made, and what eco-friendly decisions can be made at each step is still in its infancy.
Beyond materials - consumers are asking about the footprint of an entire business.
For instance, a brand's waste output, location of manufacturing, eco-friendly packaging throughout the entire supply chain, energy sources for power production, water consumption, and steps that brands take to minimize carbon emissions during distribution.
The solution for brands is to make better decisions across their entire supply chain, which has its challenges but will become an even more important criterion for purchase decisions with customers.
Activewear brands that have already made this switch are quickly rising in popularity with customers - brands like d+k active have earned a 500% increase in trending search with activewear, according to Google Trends.
How Are Brands Embracing Circularity?
First, brands that do this well, have committed to change in addition to implementing real practices that show sustainability concerns beyond the raw material.
Additionally, the brand uses 100% compostable packaging, one component of being part of the solution within the distribution stage.
But perhaps the most important thing d+k active, and other rising sustainable activewear businesses do best, is being thoroughly transparent.
That includes showing areas being worked on, or that still need improvement, to the consumers.
This builds trust and is a big component of the brand's success.
Sustainability is a multi-faceted topic, and new challenges and best practices are emerging every day. 2023 is set to see wider adoption and reward for brands that take sustainability across the entire supply chain.
Preparing for the Year Ahead
A new year comes with new fitness goals and new activewear to match.
From innocuous throwbacks and neon jumpsuits to socially responsible inclusivity and environmental decisions, five macro trends and changes will be in the consumer's mind this year.
And while some merit the title trend, while others aren't fleeting, to prepare your business for what the consumer wants this year and many years to come, incorporating some aspects of the thoughts above will support your brand seeing a successful year.
And hopefully many more thereafter.