ACTIVE FASHION:in todays world

Recently I carried out a project with my group for a university task , the objective of the project was to identify what was meant by the word 'active' in relation to fashion in todays world and our own interpretation of it .

My task was to obtain primary research from the streets of Nottingham of people and students who symbolised the word active effective through clothing and style . I was asstonished by the number of people on the streets who wore active wear as a fashion statement of their personalty . I noticed the occurring north face brand which I would categorise in the same department as Patagonia , these brands are making a major come back in todays fashion world when about 20 or 30 years ago north face was seen as a brand your grandfather would wear whist attacking a deadly climb up a mountain but I found it very interesting how such an outdoor active brand has now developed into a fahshion item of clothing where all different ages of people are wearing it today as a style statement than an 'active' one like the brand regatta would be seen otherwise.

Whilst looking into the history of active wear as fashion we noticed how people are starting to bring back the 80s and 90s active wear fashion pieces such as the Adidas original retro tracksuit bottoms , nike air Jordans and vans .We now see big sports brands such as nike taking a twist more towards the 80s style which is very interesting as it is working effectively. These brands are influencing their style through music and celebrities and just shows how fashion is recycled.