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Apparel · Subcategory

Athleisure

15 brands

The funny thing about athleisure is that the clothing barely shows up in the names. Across the 15 brands here, the leggings and joggers sit in the background while the words reach for a state of mind. Alo Yoga is the clearest case. The garment is never mentioned. Instead the name borrows the yoga practice and the calm headspace around it, so the brand sounds like a frame of mind you can put on rather than a thing you wear. Once you see that, the same instinct turns up everywhere here, from Drop of Mindfulness to Take It Easy Honey to Vitality. The shopper is buying a feeling, and the names already know it.

Ananday7 letters · 1 wordread →Azur4 letters · 1 wordread →Cake Women9 letters · 2 wordsread →Drop of Mindfulness17 letters · 3 wordsread →Girlfriend Collective20 letters · 2 wordsread →Grounded Factory15 letters · 2 wordsread →P.E Nation9 letters · 2 wordsread →Phat Buddha10 letters · 2 wordsread →Recess Activewear16 letters · 2 wordsread →Sisterly Tribe13 letters · 2 wordsread →Take It Easy Honey15 letters · 4 wordsread →Tryst Stockholm14 letters · 2 wordsread →Vitality8 letters · 1 wordread →Wearable X9 letters · 2 wordsread →Year of Ours10 letters · 3 wordsread →