In an attempt to revive its activewear segment, US based apparel brand HanesBrands has launched a new ‘Hanes Moves’ collection, as per reports. Designed for women, men, and children and focusing on performance and comfort, the newly started series offers a varied range of apparel, socks, and innerwear.
The Chief Design Officer at HanesBrands, Jane Newman said that the new collection is a ‘natural extension’ of their basics and that it aims to revolutionise the section of core basics to fashion basics and also offer a range of comfortable loungewear as well.
The strategic move comes as HanesBrands seeks to address declining sales in the activewear category. In 2022, activewear sales for the company dropped by 19 per cent, and the trend continued into 2023 and 2024, with a significant 31 per cent decline in Q1 2024.
‘Hanes Moves’ aims to differentiate itself by prioritizing comfort and functionality. The collection incorporates innovative technologies to enhance performance and address consumer needs, including a forthcoming women’s underwear line with integrated period technology.
This re-entry into the activewear market represents a significant step for HanesBrands.
