In 2020 Loungewear came into its Own

Thanks in no small part to a pandemic that radically altered our life, and workstyles, Loungewear is on the verge of completely taking over. Thanks to a growing consumer preference for comfy duds, the cozy category was on the rise even before our worlds got turned upside down in March. With nary an office commute in sight for many of us, the only clothes we want to don are of the soft, loose, and nap-ready variety. Basically, one notch above pajamas. Thus, the all-encompassing category known as Loungewear seems poised to gobble up more and more of our fashion dollars as life continues on its stay-at-home track.

Brands that were already on the bed-friendly bandwagon are brandishing their gold medals right now, while others are scrambling to pivot their offerings to meet the demand for all things leisure and lounge.  Sustainable fairy godmother Eileen Fisher, Zara, Ganni, Everlane, the jeans queens at Madewell, Ugg, Parachute, Good American, 11 Honore, Refinery 29, Lett, and even inclusive activewear imprint Girlfriend Collective, all entered the market that had previously been dominated by athletic-wear brands like Lululemon, Athleta, Lucy, and the like.

And a look forward into 2021 indicates that tide of terrycloth shows no signs of stopping.

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Photo Credit:  buritora / Shutterstock.com