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  • 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) ©
CASE STUDY

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?