How Sportswear Took Over Your Wardrobe

Let’s kick off with a question: what is the most valuable clothing brand in the world? That would be sportswear giant Nike, which topped the 2018 league table with a total worth of $28bn, despite a 12 percent drop due to “challenges” in North America and some executive misconduct. Buoyed by rampant sneaker culture and shifting dress codes, this should be a surprise to no-one, because there has been a fundamental shift in men’s fashion. Comfort got cool. The tastemakers went technical. Tracksuits became high fashion. At what point do we stop compartmentalizing it as “sportswear” and just call it fashion, or clothes? Fashion’s brand rankings are a clear indication, if you needed one, that sportswear is no longer restricted to the playing of sport. Trailing behind the mighty swoosh, according to marketing consultants Brand Finance, are high street behemoths H&M and Zara, which finished second and third on

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