Activewear and athleisure is such a big market now that analysts are saying it's going to be worth $83 billion by 2020. That's a lot of fucking money. With all the fervor over the growing ability to wear whatever the fuck we want to work, now we just have to sort through all these brands doing "active" things. It seems that Outdoor Voices is the brand of choice so far and the news today that A.P.C. is investing in the company only furthers that.
Rather than dedicate the time and resources to doing its own collection of activewear, Jean Touitou's A.P.C. dropped some cash on the burgeoning label. That really just seems like a smart business decision. With OV's growing reputation, the returns could be pretty good. It also comes with the fact that the two brands will be collaborating to make a collection together, set for release next year. Touitou told Vogue UK that Outdoor Voices is "so material focused that I immediately thought they were just like us. It's a good time to mix real sportswear with real fashion, so the opportunity to invest was too good to miss." OV has already worked with Leandra Medine of Man Repeller fame, so the fashion-approved rep is blossoming.
OV is pretty female-heavy right now as men still seem a little afraid to go for the whole "fashion in the gym" look, but one smart A.P.C. collab could help change that. Fingers crossed that it's some heat to get active in.