No lesser source than the Financial Times reports that “loungewear” is now high fashion. What is being termed by fashion insiders as the “third wardrobe” – garments that are neither work-smart nor weekend-away casual, but aimed squarely at those curled-up-on-the-sofa moments – is becoming a growth area for apparel retailers. It is more loosely termed “loungewear” in some departments although this has traditionally been a term for sloppy sportswear. The growth in the loungewear market may be driven by people spending more time at home either due to changing flexible work lifestyles or due to money being generally tight so more nights in by the TV. Sacha Rose, chief executive of retailer Derek Rose notes “There has been a clear trend for loungewear over the past five years, especially at a premium quality level.”
Funzee was way ahead of this trend of course. We started to sell our own lounge pants in 2011. These were made in Peru to a traditional design using high quality cotton and were ultra cool and comfy. Trouble is, we stopped selling them because no one bought them – that’s the price you pay for being on the bleeding edge of fashion.