Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Why are people wearing yoga wear when they don't do yoga?
  • Why are people wearing yoga wear when they don't do yoga?
    Without Walls (2014) ©

Without Walls: a love affair with lycra

Yoga products are worth $27 billion annually in the US. And while it's true that the number of people practising yoga – predominantly women – has increased by 20% in recent years, that doesn't explain why sales of yoga wear are up 87%. Are yoga pants set to become the next Levi's 901s?

Location United States / Canada

"If you're in Minneapolis and you're not wearing yoga pants, you're in the minority," tweets a local news publication. [1] The city is overrun with women clamouring to get their hands on lululemon's flagship offering – $100 yoga pants – at a three day yoga retreat-cum-warehouse sale. With queues long, prices low and heart rates up, the majority are clad in the high-end, figure-hugging garb which has rapidly become the staple wardrobe piece for casual cool: yoga pants.

Canadian-born lululemon is one of the most prominent brands spearheading the adoption of premium gym ...



  • Article image What's so bad about feeling sexy while you sweat?

    Women's fitness and wellness is an increasingly sexualised industry, characterised by an obsession with an enhanced physical appearance. But how do real women feel about the sexualisation of wellness? Could the allure of feeling sexy encourage more women to work out?

  • Article image Yoga for a new generation

    Yoga has a long religious history in India, but modern Indians are taking cues from the West and replacing spirituality with weight-loss and Instagram selfies. This once 'uncool' practice is fast becoming big business - but some fear the 'real' yoga is being left behind.

  • The rise of 'normcore' The rise of 'normcore'

    As a response to an everyone-is-different approach to fashion and style, many Western Millennials are deliberately embracing the effortless aesthetic of 'sameness': unbranded t-shirts, tracksuit bottoms and Birkenstocks.

  • Article image Sneakerboy: sneaking up on the luxury scene

    Australia's sneaker culture is thriving, with a new market combining streetwear and luxury. Sneakerboy appeases both a thirst for digital retail experiences and a demand for great footwear.