Behind the scenes
Treadmill sales hit new record as Swiss customers lace up their running shoes
by Stephan Kurmann
Bad news for Karl Lagerfeld as sales of sweatpants increase
24.5.2024
Translation: Katherine Martin
Sweatpants are becoming an increasingly common sight in Swiss wardrobes, with sales jumping 30 per cent this year. Galaxus’s sales figures reveal that young people are most likely to go for the baggy look – especially those living in rural cantons in German-speaking Switzerland.
Every now and then, jogging bottoms spark fierce debate. Loved by some, loathed by others, sweatpants have become more than just a comfortable alternative to jeans. In fact, many people wear them in all sorts of day-to-day situations besides gym sessions or vegging out at home.
Sweatpants are here to stay
During the pandemic, our trusty jogging bottoms established themselves as part of our everyday (and work) wardrobes. Wearing a shirt or blazer while going for the baggy look from the waist down became a popular working-from-home look.
The popularity of sweatpants is underlined by Galaxus’s sales figures. This year, our customers bought more than 30 per cent more jogging bottoms than during the same period last year.
We’re seeing the strongest sales growth among under-25s. By the end of April, our youngest customers had bought 83 per cent more sweatpants than in the previous year.
If the late German fashion designer Karl Lagerfeld is to be believed, this should give us cause for concern. He was of the staunch view that «sweatpants are a sign of defeat – you lost control of your life so you bought some sweatpants». Funnily enough, shortly after firing out this remark on a German talk show in 2012, Lagerfeld changed his tune and displayed the garment he once despised on the catwalk for Chanel.
The people of Appenzell love their comfies
The rise of comfy sweatpants is showing no signs of stopping. Although you’ll find most wearers on the streets of Zurich, the people of Appenzell order the most sweatpants per capita.
Do you only ever wear sweats when exercising or chilling out at home? Or do you go shopping or to the cinema in your jogging gear too? Let us know your thoughts on sweatpants in the comments.
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.
Fashion
Follow topics and stay updated on your areas of interest
16 comments
later