How Adanola's sweats have become an A-list uniform

Although the concept of athleisure is nothing new, the idea of making a pair of sweatpants an essential part of your capsule wardrobe is probably not something you would have considered before lockdown. In fact, you may not have even dared to wear them outside of the house – but now, that has all changed. Not only are we confronted almost daily with paparazzi imagery of A-listers being happily photographed walking around in their sweatpants or of fashion-week attendees wearing them on the front row, but plenty of brands have adopted luxe loungewear into their repertoire. One that has done this very successfully is British athleisure brand Adanola, which has become known for its celebrity-approved gym- and loungewear.

Hyrum Cook, CEO of the label, tells us that sales of sweat sets now drive the biggest percentage of brand sales, and the company sells an average of 45 sweatshirts an hour, propelling loungewear ahead of workout gear.

Adanola

"Over recent years, loungewear has become even more of our everyday wardrobe and now comfort is just as important as style," Cook tells us. "We know our customers like to invest in pieces that can be worn in and out of the gym – Adanola’s tag line is 'Everybody’s everyday uniform', and now more than ever that’s exactly what people want to invest in when it comes to shopping active- or loungewear."

Of course, there is no shortage of inspiration when it comes to dressing up your loungewear for the outside world – and Adanola boasts a particularly fashionable fan base, which includes Kaia Geber and Pernille Teisbaek, as well as Rosie Huntington-Whiteley, who loved the brand so much, she teamed up with them last year on an edit.

Adanola

"The fabrics are just incredible," she told us of Adanola, which she first discovered during lockdown. "I was just really impressed by the products, and I wear athleisure almost every single day, running after the kids and going to the gym."

If you're someone who still relegates your sweatpants to the sofa, don't be afraid to dress them up and make them a part of your day-to-day wardrobe. As Cook says, sweatpants can actually be teamed with pretty much anything. "I think one of the best things about loungewear styles is that they are extremely versatile. Outside of the gym, activewear can transition into street style – our core basics can be paired with any key wardrobe staple for a cosy and pulled-together look without spending a fortune."

Our advice? Take your cue from the A-list and elevate your sweatpants with something smarter – a shirt, a blazer or brogues – or team with a matching sweatshirt and a pair of sunnies.

Discover more of Adanola's loungewear here.

Adanola

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