Despite the acceptance of fashionable sportswear as a form of casual dressing in French fashion in the 1920s, the American garment industry went on to become the most prominent producers of such clothing. The key difference between French and American sportswear was that French sportswear was usually a small part of a high-end designer's output, while the American sportswear designers focused on affordable, versatile, easy-care garments that could be mass-produced and were relevant to the customer's lifestyle, enabling the modern, increasingly emancipated woman to dress herself without a maid's assistance. Although the influence of Europe, particularly Parisian high fashion and English tailoring, was always significant, the Great Depression which started in 1929 acted as a trigger to encourage American fashion to focus on homegrown style and design - particularly sportswear. With 13 million Americans left unemployed by the Depression, it was necessary to create jobs and reduce the competition from imported goods in order to improve the American economy. At the same time, the growth of female athleticism and increased female employment fueled a need for simpler and less expensive clothing.
Alongside Dorothy Shaver, Eleanor Lambert was an important promoter of the American Look and sportswear. As founder of the Council of Fashion Designers of America and creator of New York Fashion Week, Lambert is considered the first fashion publicist. In the summer of 1940, Lambert was hired by the Dress Institute to promote American fashion, leading to newspaper and magazine articles about how New York was replacing Paris as a global fashion leader. In 1940, both Harper's Bazaar and Vogue published issues devoted to American fashion.
Like with clothing for men, there's a lot of interesting fashion possibilities with these garments. Look incredible at that wedding reception with a new suit and dress shirt from this line. Pair a cool light jacket with jeans and a great fitting t-shirt for a no nonsense outfit, perfect for playing pool with your buddies or taking your main squeeze to the movies. Start from scratch, or discover the right accessory to bring your favourite old look back to life. Clothing for men from Banana Republic is brilliantly designed to effortlessly go from day to night wear. Run for the last train on that hectic morning commute, run the office like a boss, and unwind with the gang at the local pub. With apparel for men from this line, you'll always be well-dressed.
In the 1970s Geoffrey Beene, one of the first significant male sportswear designers, incorporated relaxed layering and elements of menswear into his women's clothing - details that continue to widely influence early 21st century industry designers. In 1970, Bill Blass, whose fashion career began in 1946, founded his own company, Bill Blass Limited. Blass's wearable designs were designed to be worn day and night and he was said to have raised American sportswear to the highest possible level. Like Beene, he introduced menswear touches to his sportswear, which was described as clean, modern and impeccable in style. Kirkland commented in 1985 that sportswear designers such as Liz Claiborne and Joan Vass were no longer "borrowing from the boys," but had begun making menswear too. In addition to the high-end names who produced apparel in large quantity, a more personal level of sportswear was offered in the early 1980s by smaller designers such as Mary Jane Marcasiano and Vass, who specialised in hand-knits in wool and cotton. By the mid-1980s, sportswear had become a key part of the international fashion scene, forming a large part of America's contribution to the twice-yearly fashion presentations alongside top-end collections from Paris, Milan and London.
In the 21st century, Italian fashion remains a leading source for sportswear design outside the United States. Narciso Rodriguez, who is known for streamlined and pared down clothing, launched in Milan in 1997, but moved to New York in 2001. Miuccia Prada revived the fortunes of her family company Prada with her top-quality sportswear designs in the 1990s, and continues designing for the firm.
In the 1950s and 1960s, designers continued to develop the theme of affordable, practical and innovative sportswear, producing clothing that focused on wearability rather than fashion fads, including Anne Fogarty's coat-and-dress sets and dresses made with removable waistcoats to alter their look. The film costume designer Bonnie Cashin, who started producing ready-to-wear clothing in 1949, is considered one of the most influential American sportswear designers. She was known for her extremely practical layered ensembles inspired by ethnographic garments and textiles such as the Japanese kimono and happi, ikats, and the South American poncho. Her designs incorporated leather bindings, pockets with purse clasps, hooded jersey dresses and tops, and industrial zippers and fastenings. She put a brass clip resembling those used on dog leashes, on a long formal skirt so that it could be securely hitched up to enable the wearer to run up and down stairs, and her ponchoes and hoods (which could be rolled down to form elegant cowl-collars) were originally designed for driving on cool mornings. Cashin became one of the first American designers to have an international reputation. Alongside Cashin, Rudi Gernreich emerged in the 1950s as a key name in sportswear design, first becoming known for his swimsuits, but then expanding into geometrically cut, graphic clothes and knitwear that Kirkland described as the epitome of the "new California."
Choose from either the Rec Kit (made for everyday activity), or the Tech Kit (which is designed to keep you cool during high intensity workouts) from this brand and you’ll get a matching top and bottom for $95. While that’s a good chunk of change, the company focuses on making versatile products that can handle a ton of work, so it will be worth every penny.
Rebecca Arnold and Emily S. Rosenberg have noted how the American look, demonstrated through healthy teeth and the use of affordable, good-quality fashionable clothing to present a neat and practical appearance, despite claims of egalitarianism, was ultimately held up against white standards of beauty. Rosenberg has pointed out a six-page spread in LIFE dated May 21, 1945, which explicitly described girls with an athletic 'American look' of good teeth, good grooming, and good, not-too-masculine, simple, neat attire, as being seen as preferable to girls from England, France, Australia or Polynesia.
Whether the 411 comes from targeted posts on Facebook, influencers promoting on Instagram, or just a new logo on a slick pair of joggers that catches your eye at the gym, there seem to be a never ending amount of brands producing fitness clothing. And with specialty gear comes specialty prices—most of the newer brands are expensive to the point of being prohibitive, even though they've largely not been tried and tested by the general public. How can you know if you’ll regret shelling out the dough for a shirt one of your favorite follows was rocking on the 'Gram?