Loungewear is suddenly all-day-wear—and one brand was ready for it.
: “It’s hard to sell clothes, other than leggings and sweatpants.”
There’s a reason we’ve never connected loungewear with fashion or considered it part of our actual style. For most of us pre-COVID, leggings and sweatpants were merely the soft clothes we changed into after work, the worn-out or baggy things we’d never dream of wearing in the “real world.” Now, of course, that liberating feeling of ripping off your suit and wrapping yourself in fleece isn’t even happening: Our entire day is spent in a comfy, cozy dream state.
The cozy relationship between technology and comfort isn’t new—consider the hoodie-and-jeans uniform of Mark Zuckerberg and his Silicon Valley disciples—but perhaps they’ve become more inversely related. As technology gets more advanced, our clothes become less so: They’re comfier, simpler in design, less public-facing. That isn’t to say we’re going to devolve into ribbed-knit cocoons; loungewear should be as cleverly designed as our “outside” clothes. Lunya’s certainly is.
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