Could 'Convertible' Apparel Be the Next Big Thing in Promo?

Apparel trends in the promotional products industry tend to follow retail. What customers are buying off the shelves are the pieces they'll want to receive as a gift.

In the athleisure market, which makes up a huge chunk of the apparel sector overall these days, there are few names more influential than Lululemon.

While Lululemon has been nearly synonymous with workout apparel that translates to the street, its newest focus on apparel tailored to the outdoors but with that same everyday fashion sense is something that promotional companies should take note of.

Lululemon Expands Into the Outdoors With SS22 Hike Collection https://t.co/lZAYxJVOGc

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Lulu's Hike collection just dropped last week, featuring 33 pieces for men and women.

The products are all about transitioning from hiking to swimming to everyday usage. There are pieces like a convertible hiking jacket with removable sleeves and built in shoulder bag, bras that work as swimsuits, joggers, and bags.

“We wanted this collection to be about the functionality lululemon is known for,” Ben Stubbington, senior vice president of design and concepts at Lululemon, said in a press release. “Elevated with adaptable details for outdoor adventures like packable, lightweight layering systems, fashion-forward aesthetic and colors, with abrasion-resistant, highly breathable fabrics.”

Obviously, Lulu's previous clothing worked for hikes, but to have products specifically designed for more rugged outdoor endeavors is appealing to hikers. It's especially appealing since it isn't just for hiking. The transition from cold to warm with things like removable sleeves, or the ability to work as swimsuits, creates a sort of all-in-one product while still maintaining peak fashion appeal.

If the continued popularity of athleisure in both retail and promo is any indication, items that allow for a more intense workout in nature but also look good for a night out on the town could be the next big thing end-users ask for.