Brand Launched Loungewear

Captain Obvious here, coming to you live from 2020 with the news that loungewear is on the verge of completely taking over. Thanks to a growing consumer preference for comfy duds, the cozy category was on the rise even before our worlds got turned upside down in March. With nary an office commute in sight for many of us, the only clothes we want to don are of the soft, loose, and nap-ready variety. Thus, the all-encompassing category known as loungewear seems poised to gobble up more and more of our fashion dollars as life continues on its stay-at-home track.

Brands that were already on the bed-friendly bandwagon are brandishing their gold medals right now, while others are scrambling to pivot their offerings to meet the demand for all things leisure and lounge. We’ve watched everyone, from the sustainable fairy godmother Eileen Fisher to the jeans queens at Madewell and even inclusive activewear imprint Girlfriend Collective, add pliable goods to their inventory — and the tide of terrycloth shows no signs of stopping. We didn’t want to lose track of all the new loungewear coming out of the woodwork, so we started keeping tabs.

Ahead, see (and shop!) our running list of every single brand that's dipped its toes into cozy clothes.

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Zara

The Spanish fast-fashion retailer’s first-ever lingerie collection was met with great fanfare when it was announced in mid-October. If the barely-there bras and panties that the store is serving up aren’t your thing, however, look no further than the luxe lounge separates that were included in the launch.

Zara Henley T-Shirt, $, available at Zara

Eileen Fisher

The elder stateswoman of sustainable fashion has specialized in loose and flowing apparel for years, but a special collection of easy-going sleepwear is now available for your work-from-home pleasure — all rendered with the brand’s mile-high sustainable manufacturing standards.

Eileen Fisher Cozy Organic Cotton Interlock Box-Top, $, available at Eileen Fisher

Ganni

The Danish brand’s cleverly named Software collection debuted in October, featuring a host of nap-ready, sustainably-minded silhouettes crafted from a blend of recycled polyester and cotton. “We wanted to create something off-duty that felt fun and effortless, but above all responsible,” creative director Ditte Refstrupp told Refinery29.

Ganni Software Isoli Sweatshirt, $, available at Ganni

Everlane

While it’s not a full launch, just last week Everlane dropped a WFH-ready sweatsuit in a lightweight, cloud-soft French terry cotton.

Everlane The Lightweight French Terry Jogger, $, available at Everlane

Girlfriend Collective

The Seattle-based brand is our go-to for sustainable activewear — we even named their FLOAT legging one of our 2020 “Most Valuable Products.” Their latest offering, R&R, is a slinky-soft collection of tops and joggers made from recycled fabrics. (ICYMI, the brand is also running a rare 20% off site-wide sale while supplies last.)

Girlfriend Collective R&R Jogger, $, available at Girlfriend Collective

Madewell

Madewell’s MWL (“Make Weekends Longer”) loungewear collection was already incubating before the pandemic changed our lives — after polling customers on their shopping habits, the brand realized that a shopping shift was underway. The new line of effortless goods is made with recycled materials and plenty of softness.

MWL Ribbed Funnelneck Sweatshirt, $, available at Madewell

Ugg

We admit that we’re fudging this one a little bit — the Southern California-based footwear brand already had apparel in its inventory mix. However, this past September, the company went in the opposite direction and launched a seasonal womenswear collection intended for a more fashion-forward customer. But, newsflash: it is very much still loungewear — only now, it’s tricked out with the trademark Ugg extra-ness that we have begrudgingly come to love about the brand.

Ugg Furry Crewneck Sweatshirt, $, available at Nordstrom

Click HERE to read more from Refinery29


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