There is this concept called ‘enclothed cognition’ and while you may not know what it means, it’s likely you’ve felt the effects of it. Social psychologists Adam Hajo and Adam Galinsky believe what we wear affects our moods. So, how do you make that early morning Monday gym session more bearable? Wear something that puts pep in your step.
Since ASOS launched its activewear section it’s seen a huge demand for its affordable sportswear, which has inspired the retailer to tap directly into the market by introducing a new in-house designed collection. It’s called 4505. ‘The pieces are created with the audience’s needs in mind: reflective prints in jackets and T-shirts light the way for outdoor runners, while seamless leggings and bra co-ords provide comfort for yoga and pilates fans. Smaller details have also been considered, with compression prints providing muscles with extra support for high-impact sports, as well as functional hidden pockets’, explains the press release.
‘ASOS 4505 represents the balance between playful fashion and functional activewear’ , explains Luke Moorhead, 4505’s designer who the brand nabbed from Stella McCartney. He describes it as ‘fashion active wear’, which let's face it is an arena that’s growing at a combustible rate. Ever since Sweaty Betty opened their doors, Topshop's Ivy Park and countless other brands have been cashing in on this under-developed wardrobe moment. Following Marks & Spencer, Primark, H&M and Jack Wills, ASOS are trying to corner the high-street side of workout wear.
Knowing the competition is fierce, Luke and the rest of ASOS’ 4505 design team have a plan: ‘Our identity thrives on originality and the prospect of creating a new path for the millennial who increasingly sees less of a barrier between activities and their daily life’, he says. ‘We see ASOS 4505 as standing out from the crowd by being the only Fashion Active wear brand that truly responds to a world that is more than ever connected, allowing for all types of activities, abilities, shapes and personalities. Sitting alongside ASOS Design collections our product is responsive to the seasons latest directions and inspirations, whilst encompassing our true principals – performance, fit & technique.
This article originally appeared on The Debrief.