Following a covert trial period in 2024, retailer Decathlon is taking a risk by introducing a clothes line that is formally meant for daily wear rather than athletics. Leggings, zip-up jackets, T-shirts, and sweatshirts rotate in this unisex, men’s, and women’s assortment.
The brand, which is primarily made up of essentials with a sportswear foundation, doesn’t reinvent fashion but does help the shop into the lifestyle sector. It had already made some investments in this field a number of years prior, following a long-standing trend that combined fashion with athletics.
According to Loïc Movellan, director of communications at Decathlon Sportswear, Decathlon receives a lot of demand from customers who claim they would purchase if the product volume or colours were better designed. Which means Decathlon is now addressing a need. The items the retailer sells aren’t the best for daily use, as Loïc notes. With the new lifestyle lines, this will be different.
Other collections will be released after the basics line’s initial release. These include a range that draws inspiration from the vintage tennis movement and more fashion-forward outdoor pieces for the winter of 2025.
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