Forget the classic denim look – the nation's wardrobe is undergoing a major transformation. New research commissioned by Primark confirms that activewear has officially become a true everyday staple for millions across the UK, moving far beyond the gym walls.
The Rise of the Everyday Activewear Uniform
The study reveals a significant shift in how Brits dress day-to-day. A striking 46% of people now feel more confident in their workout gear than in any other outfit. This confidence is translating directly into daily wear, with 63% admitting they now wear activewear for purposes other than exercise.
Running errands, heading into town for shopping, or meeting friends for a coffee are all now common occasions for gym kit. In fact, almost a quarter (23%) confess to wearing activewear almost every day for non-fitness activities, with some even donning it for the theatre, the office, or a first date.
Wellness Drives New Social Habits
This fashion evolution mirrors broader changes in British social life. The research indicates that 47% of Brits say more of their social plans now revolve around wellness. Furthermore, 43% state they prefer healthy hangouts, such as going for a walk or meeting up for exercise, over traditional pub or restaurant visits.
Despite the growing demand, cost remains a barrier. The average Brit spends over £100 a year on activewear, yet 78% say high prices prevent them from buying the styles they like, and 54% find the items they want are often too expensive to justify regular purchases.
Primark Launches Biggest-Ever Range to Meet Demand
In response to this cultural shift, Primark is launching its most extensive activewear collection to date. The NEW Performance range, fronted by Rita Ora and UK musician Krept, is designed for everyday movement, blending style with innovative fabrics across leggings, tops, and hoodies.
Prices start from just £2.50 for accessories and £4.50 for core activewear pieces, directly addressing the affordability concerns highlighted in the research. Mary Lucas, Trading Director of Womenswear at Primark, commented: "As work, movement and social time now blends more seamlessly together, we recognise that more shoppers need clothing that will keep up with their lifestyle... We’ve focused our designs to create versatile, great-quality pieces... all at prices that make sense."
To celebrate the launch, Primark is opening a unique pop-up experience in London. On January 21, PI-LATTES by Primark – a Pilates-inspired coffee shop – will open at Kachette, 347 Old St, London, EC1V 9LP from 11am until 5pm. Visitors can enjoy a café-style menu and receive a complementary piece of activewear for the price of a usual coffee break, perfectly symbolising how gym wear now fits into the fabric of daily social life.
