You don’t see it at first glance, but it is a premiere: After a discrete test phase in 2024, the dealer Decathlon leaves his comfort zone and for the first time brings a clothing line to the market that is officially designed for everyday life – and not for sport. A collection for men, women and unisex, which includes sweatshirts, T-shirts, zip jackets and leggings.
Decathlon reacts to the demand and launches a lifestyle collection
The line largely consists of athletically inspired basics and expands the company’s commitment in the lifestyle segment. A market that Decathlon had been unintentional a few years ago than the global trend for fashion and sport began.
However, the customer: however, have never been waiting for an explicit lifestyle collection to wear decathlon parts away from sports fields and yoga mats. Down jackets, parkas, sweaters, T-shirts and leggings from the range have long been bought for everyday life. So why does Decathlon now release its own line for this purpose?
“We have a strong demand from people who tell us that they would buy our products if volume, fit or colors were better tailored to everyday life,” said Loïc Movellan, communication director of Decathlon Sportswear in conversation with Fashionunited: With other words: Decathlon closes a gap. The previous articles are not optimally designed for everyday urban life-this will change with the new lifestyle collections.
After the rather discrete launches of three limited lifestyle collections last year-among other things in cooperation with the Paris Streetwear Store Starcow-success was not to be overlooked. The further development of the sports swear for everyday life was the logical consequence.
“We work on the cuts to better harmonize with the trends.” The silhouettes continue to be further and more casual, the materials of higher quality, the fabric weight heavier, and the color palette is more oriented towards the zeitgeist. The first Basics collection will follow further, including a line, inspired by vintage tennis aesthetics and outdoor parts for the winter 2025-always with a fashionable note.
“Since we are just starting, we will see what works and what does not work and the collection optimize accordingly,” says Loïc Movellan. “We want to become the Safe Space brand for sportswear-and thus compete with lifestyle sportswear labels by offering attractive prices.”
In addition to the Basics collection, DECATHLON also launched three sneaker models in March, which are explicitly marketed as “everyday products”.