Women in fashionable, colorful functional tops are often seen in ski huts, yoga studios, running and all outdoor activities. Women want to live out their fashionable taste in sport and combine functional baselayers with a sense of fashion.
This new trend and the corresponding gap in the market were recognized above all by sporty women themselves and brands such as Kari Traa and Eivy, both Baselayer companies founded by women, are among the market leaders.
But companies like super.natural, which combine merino wool and polyester for everyday use and sports, are also well received by women. ISPO has taken a closer look at the growing market for stylish functional underwear.