11. Niche Sportswear
What it Is:
Sportswear is clearly back in fashion. However: think niche sports. Niche sports are more cool because they haven’t been claimed yet by commercial interests and mass consumerism. Great example is ping pong (http://www.spinyc.com) becoming a hip, urban underground sport in New York and Berlin, including gala tournaments and special events (endorsed by Fred Perry). Other examples are fishing (quite a few Scandic brands connecting to traditional design ranging from SNS Herring to Mads Norgaard) and roller skating.
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