June 9, 2017

THE MOVEMENT

The word athleisure has become commonplace in pop culture.

What started as a fashion trend – with big name designers incorporating athletic inspired silhouettes or accessories into their collections – has since morphed into an all-out movement, appropriately inspired by just that…movement. 

 
For far too long, there was a distinct point of differentiation between our everyday apparel and the clothes we worked out in.
 

 

Regardless if your preferred method of activity is in the outdoors or at the gym, active lifestyle brands had always strived to develop products that wick away sweat, remain breathable, or protect against weather, while our casual wardrobe remained solely focused on style. You had clothes for work, clothes for working out, and clothes for going out. That’s a lot of clothes. And a lot of changing of clothes.

 
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Over the course of a few years, brands from both sides of the spectrum – fashion and performance – began recognizing the value of meeting in the middle. 

We started seeing technical fabrics being used in fashion, comfortable sneakers paired with dresses, and outerwear that melded performance fabrics with urban style.
 

 

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This marriage between sport and style is now seen everywhere, but it’s more than just a fashion trend. It’s a direct response to our modern-day way of life. We don’t live in silos anymore. We ride our bikes to work. We wear watches that count our steps throughout the day. We hustle from the office to yoga to the market. On weekends, we squeeze every ounce of life out of the days, moving from day hikes to happy hours without missing a beat. Quite simply, our clothes need to keep up with us. We enjoy experiences more when we’re comfortable, and that is what athleisure has brought to our lives. Halleluiah!

While the word athleisure may be a relatively new phenomenon, truthfully, it’s always been a way of life at Eider. We have our founder to thank for that. As a tailor and a skier, Georges Ducruet wanted the best of both worlds in the jackets he designed. Nowadays, our team is comprised of cool, stylish, and fun designers who live active lifestyles themselves, so they are their own target market.

 
“When I started conceptualizing the Flowy Jacket, I was thinking about the dolman sleeve trend we’ve been seeing in fashion, and how wearable it is for a variety of body types,” - Sylvie Bouvard, product manager
 
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“It’s almost universally flattering. So when I felt how light and supple this fabric was, I immediately thought about how it would work beautifully with that type of construction, while offering a technical level of performance.”

 

 

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The same is true for men’s shirts like the Macarao or the Sarigua. While every outdoor man has at least one short sleeved plaid shirt in his wardrobe (it is, after all, the outdoor uniform!), using those same technical fabrics that keep us comfortable on the trail but with muted prints and colors, allows for more versatility in where and how they’re worn. It’s taking a more streamlined approach to design, that results in greater style and comfort. That’s what you call a WIN-WIN.

 

 

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See you on the trail.

 

 

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