There’s no end to the splendor of wearing yoga pants. All. The. Time. They’re as comfy as all get out. They don’t cut into your belly or leave seam marks down your thighs. They make your butt look ah-mazing.
And according to a Harvard Business School study, when you wear them outside of the gym, they make you look like a woman to be taken seriously. It all comes down to attitude: as in, appearing as if you are too cool to fit the status quo.
In fact, the researchers write that wearing gym clothes in, say, a luxury boutique can lead others to perceive you as more well-to-do. “It’s been found that under certain conditions, nonconforming behaviors, such as not following the expected dress code or the appropriate professional conduct in a given context, can signal higher status,” they write. “When the deviant behavior appears to be deliberate, it can lead to higher status inferences rather than lower ones.”
Is there anything yoga pants can't do??
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Celebrities have certainly capitalized on their growing popularity. Always-fashionable starlets such as Jennifer Lopez, Kaley Cuoco-Sweeting, and Reese Witherspoon are regularly spotted out and about in their workout wear, looking like they're super chic and super chill all at the same time. Some even have their own “athleisure” lines. Kate Hudson has Fabletics; Carrie Underwood, Calia. Beyoncé has partnered with Top Shop.
Meanwhile, big-name, high-end designers like Stella McCartney, Cynthia Rowley, Hood by Air, and Heidi Klum have their own activewear lines. $500 for a pair of Alexander Wang track pants? Why not? You can basically wear them 24/7.
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In 2013 alone, yoga participation increased by 4.5 percent, but yoga wear sales increased by 45 percent.
Gap, which also owns Banana Republic, Old Navy, and Athleta, is hoping to use that to its advantage. As Gap retail sales steadily decline, the company is moving away from denim and toward spandex.
The San Francisco Chronicle noted in an interview published today with Athleta president Nancy Green that while Gap is closing down its trendy online retail website Piperlime, it's opening more and more Athleta stores. Women are willing to invest in yoga pants and stretchy tops like they used to invest in designer jeans and high heels. "We’re not just making clothes you work out in," Green told the Chronicle, "but also clothes you can wear to work and look great in throughout your day."
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