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Published January 2024
Influenced by the ongoing shift towards well-being and a connection with nature, outdoor, outerwear and sports-driven products continue to surge in the menswear market. This season’s Las Vegas edition in February will feature a heightened focus on these categories, with brands such as ALPENHAUS, LOOP DIVISION, Sunski, and Country Liberty presenting their latest collections.
Furthering this category interest expected at our show, our newly released FW 24/25 Trend Program, which includes a Young Mens and Contemporary Mens Buyer’s Guide suggest we will see “traditional elements reflect[ing] a more considerate approach to protection, with intentional layering and thoughtful quilting placements highlighting consumer’s needs for a more balanced lifestyle” and “recognizable wardrobe staples with a utilitarian influence … softened with cozy surfaces and plush shapes.” While streetwear staples like sneakers, hoodies and outerwear lead the way, buyers should consider “layer[ing] in more classic workwear -inspired styles for balance,” and/or “softened details front and center to emphasize relaxation and wellbeing” as they think about assortment strategies that will resonate most with consumers for FW 24/25.
Consumer Drivers: Lifestyle Changes
While outdoor wear first gained a more prolific consumer interest in early 2020, its continued growth and expansion into lifestyle brands can be attributed to the way it has become an emblem of self-care and taking back power by reconnecting with nature in an overwhelmingly digital world. "Outdoor and sportswear attract people back to themselves, shares Grace Wu, founder of LOOP DIVISION. “Due to the fast pace of life and high work pressure in modern society, people tend to forget themselves and ignore their own feelings at work. Outdoor activities and sports allow people to focus on themselves, improve their health, get closer to nature, and relax both physically and mentally.”
"Outdoor activities and sports allow people to focus on themselves, improve their health, get closer to nature, and relax both phyiscally and mentally."
- Grace Wu, Founder of LOOP DIVISION
COUNTRY LIBERTY
ISAORA
ALPENHAUS
For professional hockey player Sawyer Hannay, founder of Country Liberty, designing an outdoor-driven brand comes from personal experience, “I grew up in the countryside so I've seen the value in the outdoor lifestyle my entire life but I think folks from the cities are just starting to see the real value in getting outdoors and experiencing the nature around us. As a result, outdoor lifestyle branded fashion promoting that very way of life has gotten more popular.” It will be Country Liberty’s first season at PROJECT Las Vegas.
Consumer Drivers: Elevated Collaborations
“Once a niche category, there is now an industry wide pull towards outdoor apparel that we have seen increasing in demand and popularity season over season at PROJECT market events. Looking into the full 2024 year, Business of Fashion x McKinsey’s State of Fashion 2024 report predicts “more outdoor brands will likely launch lifestyle collections while lifestyle brands [will] embed technical elements into collections, further blurring the lines between functionality and style.”
This fusing of outdoor and lifestyle is already birthing some exciting collaborations according to Darren Crawford, CEO of Ellesse USA, “The market continues to grow as premium brands embrace sportswear – notably Gucci collaborating with Adidas bringing aspiration to sports styling and acceptance for everyday wear. In a similar way, the outdoor brands known best for their technical attributes bring the element of perceived quality in the brand name allowing them to easily expand into the lifestyle market.” Edwina Kulego, VP of International and Men's at Informa Markets Fashion, illustrates how collaborations come to fruition at the event, “Everyone loves a good collaboration, which is really shorthand for licensing. PROJECT houses both the beholders of the Intellectual Property and the artisans mashing them up.”
Après Ski: A New Found Trend With A Long Tradition
A trending theme for the winter season is Après Ski. Enter newcomer ALPENHAUS which is launching its official preview at PROJECT; Brand Manager Rachel Saneli states, “The Outerwear line reflects this desire for an attractive yet functional product that caters to outdoor enthusiasts who want to stand out and do it in style.” According to Saneli, ALPENHAUS “...embodies distinctive durable designs, high quality fabrics and bold colorways...plus its own technology of fill called ECO-PUFF™, which is engineered from post-consumer water bottles and mimics the properties of real-down filling – it’s animal cruelty-free and is also certified and traceable.”
"The Outerwear line reflects this desire for an attractive yet functional product that caters to outdoor enthusiasts who want to stand out and do it in style."
- Rachel Saneli, Brand Manager of ALPENHAUS
Meanwhile Ellesse pulls inspiration from its own heritage when designing. Darren Crawford explains, “[We celebrate] the history and authenticity Ellesse has in ski by bringing the slopes to the street with bold styling and personality in ski-inspired lifestyle streetwear including sherpa jackets and volume puffa jackets.”
outerwear, sports-driven collections, and more: coming to las vegas february 2024
Edwina Kulego breaks down all the excitement you can expect to see at the upcoming event, “We have various alignments that further amplify our support of [sports] culture including our Tunnel Walk, Skate Park, pickleball court, and very special guests on our discussion panels.”
Interested in attending the February edition of PROJECT Las Vegas? Click HERE to register to shop sports and outdoor-driven collections, outerwear, and more.
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