Sport meets fashion in an exclusive special exhibition called Urban Lab. The trend look from the street is presented in a curated exhibition. Because: sporty clothing is far more than a fashion statement, it is an expression of a feeling of life. Sneakers in the boardroom? No longer a taboo. Urban fashion is also becoming increasingly sporty - an enormous market potential for all designers and companies that are accelerating this development.
The fashion trends of the future are born in big towns and cities. But for some time now, new styles have been coming from public sports fields, basketball courts, and skate parks as well as the runways at fashion shows. The modern way of living is centered around health and fitness and yet another important aspect of this lifestyle is comfortable, lightweight, functional clothing.
The potential offered by this new trend in sports fashion hasn’t gone unnoticed by retailers. For some time now, sports retailers have been aware that their target market for clothing, shoes, and accessories extends beyond the traditional active sporty types. In fact, their products are now aimed at anyone who wants to show off that they maintain a lifestyle based on health and fitness – at work, at home, and, most importantly of all, when they are out and about. And that can include donning comfy gear to hang out with friends or dressing up in style for a night on the town.
