Stretching the leggings effect

The Twitter kerfuffle over two girls in leggings being denied entry into an aircraft in the US may have a salutary effect on an over-stretched industry — and it’s not aviation. Leggings along with that other controversial figure hugging garb called yoga pants form part of a category now called “althleisure” or “activewear”. And at $44 billion in sales in the US alone, it has been the mainstay of an otherwise sagging apparel sector there for a while now. But of late there have been stray threads in the wind about falling prices especially with fast fashion and discounters getting into the segment.

The spectre of no further expansion loomed large. But now that the leggings clad teens have set off a storm of protest, there is every chance of the item being worn — and therefore also bought — by countless bands of indignant Freedom of Clothing demonstrators.

Amid wide expressions of sympathy online, a celebrity has already vowed to travel on airlines clad only in leggings. And concurrently breaking stories of school authorities in various US states also cracking down on such apparel will no doubt spur a run on leggings in many department stores. Moreover, if it becomes an international protest, there is reason for athleisure manufacturers around the world to have anew spring in their step.