Janji's Fall/Winter 2018 Apparel for Running Celebrates Humanity
Laura McQuarrie — September 28, 2018 — Lifestyle
References: runjanji & fastcompany
As a brand, Janji sets itself apart by making apparel for running that's "inspired by the places we run and the people we meet." To kick off its Artist Series, Janji worked with Bolivian graphic artist Claudia Gorena to create pieces that are decorated with fun, quirky, colorful faces. Gorena described her work as a representation of "las caras de carrera," or "the faces of the race," some of which are joyous, others silly and some exhausted.
The Caras de Carrera kit from Janji's new Fall/Winter 2018 collection intentionally sets itself apart from many activewear styles that are popular in North America. As Janji co-founder David Spandorfer describes, "A lot of the activewear apparel on the market looks very similar. But when you step outside the Western world, you see a lot of really cool designs and patterns, which we wanted to integrate in each line."
The Caras de Carrera kit from Janji's new Fall/Winter 2018 collection intentionally sets itself apart from many activewear styles that are popular in North America. As Janji co-founder David Spandorfer describes, "A lot of the activewear apparel on the market looks very similar. But when you step outside the Western world, you see a lot of really cool designs and patterns, which we wanted to integrate in each line."
Trend Themes
1. Artist-inspired Running Apparel - Opportunities to collaborate with different artists to create unique and culturally inspired apparel for active lifestyles.
2. Cultural Representation in Activewear - Disruptive opportunity to create activewear that showcases diverse cultures through unique and bold designs.
3. Differentiation in the Activewear Market - Shift the focus of activewear design from just functionality to creativity in order to create an entirely new market of unique options for consumers.
Industry Implications
1. Fashion Retail - Collaborative relationships with a diverse group of artists and designers can introduce new apparel options for consumers.
2. Athletic Apparel - A shift towards cultural representation in activewear can create significant differentiation for brands and increase market share.
3. Sporting Goods - Opportunities to introduce culturally inspired apparel to an increased audience, outside of the standard sporting goods customer base.
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