How the elasticated waist bounced back into fashion
telegraph.co.ukMadeleine Thompson, who makes buttery soft cashmere tracksuits for her eponymous brand. “Fashion now allows us to really enjoy our clothes and people are grasping this opportunity with both hands.”Karl Lagerfeld must be turning in his grave over just how much money is being made by the sweatpants he so despised.
American brand Vuori is opening its first British store this September after making its name in the US for selling ultra-soft, lightly tailored jogging bottoms for men.
Not exactly revolutionary, you may be thinking, but the company is now worth an impressive $4 billion (£3.3 billion) and handsome founder Joe Kudla is on a mission to give men’s tracksuit trousers and shorts the same treatment that Lululemon gave women’s leggings – aka the “you can wear these to brunch” treatment.“The men’s market was really overlooked,” he says. “I wanted to create pieces that were effortless to wear and were removed from the idea of just going to the gym.
We wanted to get a more tailored aesthetic in materials that were breathable and that you can exercise in but which you can also dress up with a nice sweater and shoes.”Kudla claims he’d wear his anywhere but on a first date (“I’d worry the woman in question would think I hadn’t made an effort,” he says) but I don’t think the offices of Britain are quite ready for us to stride into the Monday-morning meeting in a tracksuit, even if it was made by a trendy Californian.
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