Game changers: Niche sportswear brands are redefining athleisure and fashion

SINGAPORE – The late German fashion designer Karl Lagerfeld, who once called sweatpants “a sign of defeat”, might reconsider his opinion if he spotted today’s new-generation niche sportswear.

One notable trend taking the fashion world by storm is “tenniscore”, which appeared everywhere from Hollywood’s red carpets to the runways of Paris Fashion Week, seen on brands such as French luxury fashion house Chanel and American fashion label Thom Browne.The Straits Times speaks to three niche sportswear brands that recently launched in Singapore.

“I got to know many new people whom I’d never have imagined meeting if it weren’t for cycling. I also got to learn about Singapore on a more profound level, visiting many new places on the bike in the span of a few years despite having lived here almost all my life,” she says.As her enthusiasm for cycling grew, she recognised an opportunity to channel her passion into something greater, propelling her to leave her full-time job in 2022.

Journ’s products are fashionable and functional, and are crafted for both competitive cyclists and casual riders. PHOTO: JOURN As Journ continues to gain traction in the niche sportswear market, Ms Lee remains focused on her brand’s core values of sustainability, inclusivity and community engagement. Previously, the brand was available only at Foot Locker and Running Lab stores, though these sportswear and footwear retailers stock only a limited selection of Hoka’s products.

Word of Hoka’s unique shoes spread quickly among elite runners and outdoor enthusiasts, transforming the brand from a niche favourite to a global phenomenon. At the Ion Orchard store, shoppers can explore the entire Hoka product line, experiencing the brand’s evolution from purely sports footwear to an athletic and fashion-forward label.

“Our purpose is to make running a joyful experience by building a strong community through our stores,” says Ms Bhaskar.Available at B4-27 Ion Orchard, 2 Orchard Road, as well as Foot Locker and Running Lab stores.In April, American actress Zendaya rocked a pair of tennis ball heels from Spanish luxury fashion house Loewe and a Thom Browne tennis racquet-embossed gown on the promotional tour for her tennis-centric romance drama film Challengers, causing quite a racket in the fashion circles.

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