Sportcore: The evolution of Normcore

If you never want to hear the word Normcore again (I know, I know it’s up there with ‘athleisure’) that’s understandable, but the trend for a more relaxed aesthetic is here to stay so it’s important to analyse what that looks like, what the consumer is craving and how the trend is evolving.

Enter: Sportcore, which is all about updates to nostalgic Normcore looks, but infused with a sport-centric theme resurrecting old-school sport logos, laundries and reworked classic denim silhouettes. Influence also comes through from the cool brands of South Korea’s fashion capital, Seoul.

Major US retailers such as Urban Outfitters, Forever 21 and Pacsun are embracing sportcore looks with relaunches of old-school Tommy Hilfiger, Fila and Guess Originals. These capsule collections include a nostalgic selection of denim jeans, T-shirts, jackets, shorts and pullover sweaters.

Wardrobe styling from the US television show Seinfeld lends inspiration for outfit styling, specifically lead character Jerry Seinfeld. Fashion weeks across global cities also provide a great opportunity to capture the latest in sportcore street style.

It is important to note that this emerging trend sits in line with the growing gender-neutral direction, with younger generations first in line to embrace these market shifts.

Subscribers can check out the 10-page Sportcore emerging trend complete with women’s & mens key items, styling, design details, street style influencers and key laundry techniques for the complete Sportcore look. 


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