PPB July 2020

Danielle Renda is associate editor of PPB . by Barry Lipsett The business suit was replaced by Casual Fridays, followed by open shirts and skinny jeans. When the shelter-at-home order was in place, how many people swapped professional attire and cubicles for pajamas and conference calls? As workers begin to return to their workplaces this summer, a desire for versatile, comfy clothes are still in demand. Charles River Apparel’s designer, Tsedenia Kiros, says, “Comfort-first designs are winning right now as ‘#stayhomestyle’ becomes the new norm. Expectations around this new lifestyle will have long- term consequences permeating all markets, especially activewear, which will be dominated by versatile loungewear. Consumers are prioritizing comfort and will no longer accept styles that constrict, contort and dig in.” Here’s why I think we will see the trend of comfy clothes on the rise: COVID-19 started a trend that is likely here to stay. Six ReasonsWhy Clothes For Comfort Is e Next Big ing 1 When making a quick trip, such as running in and out of the grocery store, comfort is more important than making a fashion statement. 2 It is a great time to enjoy the outdoors so be ready for any weather with a comfy sweatshirt or quarter-zip pullover to throw over your t-shirt or button-down. 3 This is the time to be comfortable as being comfortable can help cut down on stress so wear your favorite jeans or joggers. Do some meditation and take breaks between video calls. 4 Convenience. Comfy clothes tend to be easier to maintain. If you are an essential employee working outside your home, you are probably washing your clothes right away to ensure they are clean and disinfected. 5 Cost. High-fashion and performance fabrics do not have as much perceived value when spending is down and finding essential products are the priority. 6 Most promotional apparel is comfortable for wear. For those doing Zoom video calls, what better way to promote your company than to wear your company logo on a soft pullover or polo shirt? So, while we all get used to this new normal, it will be interesting to see which trends stay with us and which ones are temporary. I, for one, think that the demand for comfy clothes is indeed here to stay. Barry Lipsett is president of supplier Charles River Apparel in Sharon, Massachusetts. Biscotto Design / Shutterstock.com Nothing beats classic, and although most companies will likely practice leniency with their dress code, some may wish to return to business as usual, just how it was—or as close to that as possible. The Van Heusen Women’s Oxford is a classic, tailored button-down, made from a blend of 60-percent cotton and 40-percent polyester that’s wrinkle-free. Available in XS-3XL in blue, English blue, white and dark grey (shown). PVH Corporate Outfitters / PPAI 216131, S3 www.pvhcorporateoutfitters.com Co rpo r a t e Appa r e l 32 | JULY 2020 | INNOVATE