With day hiking becoming more popular during the pandemic, active apparel brands are dipping into the outdoor category to better serve their consumer base. One such brand is Lululemon, the coveted activewear company known for pioneering athleisure with their beloved legging. It’s been 24 years since the brand first launched and their latest innovation is the release of a Hike Collection coming on July 5, 2022.
“We wanted to do something slightly different than other brands, whose apparel doesn’t make you feel enveloped in nature,” says Ben Stubbington, Lululemon’s Senior Vice President of Design. “We’ve tried to create something that doesn’t act as a barrier, that makes you feel more connected to nature.”
Fabric colors, for example, borrow from the palette of the outdoors with a range of soft nudes and greens, pastel-patterned pieces and the occasional neon detail to represent the elements. “We designed the line so when you look around, you see the colors of the fabrics in nature,” explains Stubbington, highlighting how a pop of yellow mirrors the sun and a colorful legging and short presents a collage of light purple, blue and yellow to portray the palette of wild flowers.Forbes