Elias Wu Fashion designers flipped to athleisure during Covid
Fashion designer Leon Elias Wu says that when the pandemic first hit he felt as if he was “a character in a zombie apocalypse film”. “I went into autopilot… my first real thoughts and feelings were concern about my family and loved ones,” says the Los Angeles-based 42-year-old. “And then I thought about the economy, and how that would impact my business. We had to think quickly… to keep the business afloat during the challenging times ahead.”
designer of bespoke suits:
Mr. Wu is a designer of bespoke suits beloved by a number of Hollywood actors, including Laverne Cox, Beth Dover, and Jake Graf. Like most high-end fashion bosses, he suddenly found that with no one able to go out to big events, such as film premiers, or even just to a fancy restaurant, far fewer people wanted to buy an expensive suit. So Mr. Wu decided he had to pivot his business. With everyone isolating at home; he launched a range of “athleisure” clothing – sporty leisurewear, such as sweatshirts and leggings, that can be worn both while exercising or simply while relaxing and lounging around.
Here he speaks of his experience, as do four other fashion designers who have made similar moves over the past year to keep the money coming in. Like most high-end fashion bosses; he suddenly found that with no one able to go out to big events, such as film premiers, or even just to a fancy restaurant; far fewer people wanted to buy an expensive suit. So Mr. Wu decided he had to pivot his business. With everyone isolating at home he launched a range of “athleisure” clothing – sporty leisurewear; such as sweatshirts and leggings, that can be worn both while exercising or simply while relaxing and lounging around.
Fashion designers Experience:
Here he speaks of his experience, as do four other fashion designers who have made similar moves over the past year to keep the money coming in. Mr. Wu says that at the start of the pandemic his first reaction was to offer clients a 20% discount if they prepaid for future suits. But even with that financial incentive, his suit sales fell 40% last year. It was then that he decided to also start designing athleisure wear; launching a range of hoodies and sweatshirts under the brand name SharpeHaus. Mr. Wu, who is a transgender man; says he designed all the new clothing items to be gender inclusive; and appeal equally to a female, male and non-binary audience.
“However, since increased home working is likely to be a long-term trend, and consumers have now got used to more comfortable outfits, non-sportswear specialists should still ensure that they continue to offer some athleisure options to suit consumers’ adjusted lifestyles.”
