2020 and Covid-19 have changed our lives in ways that would have been unimaginable at the start of the year. Among the most profound changes is the way we dress. While for generations style was the primary consideration for people in their choice of clothing, the pandemic has overturned that tradition. While style is always a big deal, the working from home phenomenon has shifted comfort to everything else. Even a pair of jeans once considered the most casual garment has been left behind in discomfort.
This lockdown-induced shift in people’s clothing choices brought to the fore clothing brands that had the foresight to anticipate this change in sartorial taste. Like for example, Sporto Flexiwear, the own Indian athletics brand created in 2014. Its wide range of products includes joggers, sweatpants, t-shirts, sports vests, jackets, hoodies, from long sleeves to Bermuda shorts, capris and boxers.
For Sporto founder Navinn Seksaria, the changes brought about by the pandemic go beyond the growing popularity of its product line. For him, a bigger positive coming out of lockdown is that men have become more responsible at home, taking on household chores, bringing out their “flexible” side – becoming both more flexible mentally and physically. “It took a pandemic to crush the patriarchy,” he says.
Seksaria’s feelings are best seen in the four ads Sporto recently ran as part of their campaign called #MenBeFlexi. In one, a young man is shown cracking an egg while cooking in the kitchen, while the girl in the voiceover satirically compares it to Newton’s historic discovery of gravity in 1687. In another, the The young man’s toilet cleaning is compared to the historic moon landing in 1969. The underlying theme in all of the commercials concerns the big changes in male attitude during the lockdown. “It was time for the men to do their part at home,” Seksaria says. “It’s never too late for men to become housewives. Our advertisements reflect what is happening in society at large. “
The #MenBeFlexi campaign is in line with the company’s belief that the world is moving towards comfort and flexibility in all aspects of life, including clothing as seen in their adoption of flexiwear. He defines “flexiwear” as clothing intended for a “borderless generation with unlimited energy”. “Flexiwear,” he says, “is a breath of fresh air as well as a statement of their identity. It is this type of clothing that always works in stealth mode when it comes to the feel on the body, but at the same time transforms the wearer into a style statement. Flexiwear is for those amazing people who believe flexibility is as much in the mind as it is in the body. If you are going from a university conference to a coffee date, Flexiwear is for you. If you are going from a business meeting to a tennis match, Flexiwear is for you. If making impromptu plans for a weekend destination is your idea of a quick getaway, Flexiwear is for you. “
Sporto Flexiwear is part of J.G., 40 years old. Hosiery group whose other brands include Macho, Amul Comfy and Zoiro. The social conscience of the company extends to the way in which it does business. Its products are made from eco-friendly dyes, machines with international standards, premium antibacterial cotton and eco-washable fabrics. In addition to flexibility, Sporto’s stylish clothing stands out with its densely woven fabric, a modern slim fit, a wide range of trendy colors and durable stitching.
“Sporto,” says the company, “was born with the intention of making Flexiwear accessible to the large but demanding Indian market which had specific needs. Our products have stood the test of time and in terms of style and product quality, not only can compete with other players in the Indian market, but some are on par with the world’s best. All this at a very affordable price and within the reach of most consumers. “
Discover the Sporto collection here.
Hi, I am Divya I am A Digital Marketer with 5+ years of experience in marketing on various platform. I love to write about technology and various blogs about Dermatology, Neurology, Urology and Giving Reviews about the best doctors in these industries.