After testing the market, Decathlon now rolls out its first collection of clothes for everyday life.
In 2024, Decathlon, the world’s largest sports retailer, discreetly tested of a few pieces of everyday garments made by themselves. The test must have been popular among their customers, because now is the time for Decatlon’s first major collection of clothing, which is not sport-related.
The everyday collection is for men, women and unisex, featuring sweatshirts, t-shirts, zip-up jackets and leggings.
Having launched three limited-edition lifestyle collections last year (most notably with Parisian streetwear shop Starcow), the brand has been a resounding success. Continuing the project of sportswear lines adapted to everyday life was a no-brainer. On the agenda: the creation of pieces that are tailored to current fashion trends.
Loïc Movellan, Communications Director at Decathlon Sportswear, told Fashion United how Decathlon looks to regular clothing: “We have a strong demand from people who tell us that if the product volume were better designed, or the colors more suitable, they would buy.” In other words, Decathlon is now filling a gap.”
