SS 2027/28

ACTIVE WEAR FORECAST

WILDFIT

<div>In today’s experience-driven economy, consumers—especially millennials and Gen Z—are redefining what it means to live well. The WildFit trend captures a powerful shift toward outdoor, wellness-oriented lifestyles that prioritize not just physical fitness, but emotional balance, mental clarity, and a deeper sense of freedom.</div><div><br></div><div>What makes WildFit distinct is its fusion of physical activity and travel, reshaping traditional fitness routines into dynamic, outdoor-based experiences. Think hiking through national parks, rock climbing, trail running, paddleboarding, or backcountry camping—activities that challenge the body while offering scenic escape and sensory engagement.</div><div><br></div><div>This trend is being driven by:</div><div><br></div><div>Urban fatigue: People are growing tired of confined indoor environments, especially after years of digital and remote lifestyles. They are now seeking expansive, natural spaces that offer a mental reset.</div><div><br></div><div>Wellness redefined: Fitness is no longer about aesthetics alone. Consumers now view wellbeing holistically, where mental health, mindfulness, and emotional resilience are just as important as cardio.</div><div><br></div><div>Content culture: Outdoor adventures provide rich storytelling and visual content for social media, feeding into the desire for meaningful, shareable experiences.</div><div><br></div><div>Sustainability awareness: Being in nature fosters environmental consciousness, influencing both lifestyle choices and purchasing behavior.</div><div><br></div><div>For businesses, this convergence of sports + tourism + wellness opens up new growth corridors in sectors such as adventure travel, eco-lodges, wearable tech, performance gear, and wellness tourism. Governments and regional economies are also leveraging this trend to revitalize rural destinations and promote sustainable economic development.</div><div><br></div><div>In essence, WildFit is more than a consumer trend—it’s a cultural movement that reflects modern values of authenticity, balance, and reconnection with the natural world.</div>

OVERVIEW

T R E N D S U M M A R Y

Weekend Wilderness Escapes<div><br></div><div>As consumers pursue higher-quality lifestyles, outdoor adventures in the wild have gradually become a new consumption hotspot. This trend not only offers unique experiences but also drives deeper integration between the sports and tourism industries, emerging as a fresh highlight for economic growth. Modern young people are no longer satisfied with the confined, urban gym environment—they crave the call of the outdoors</div>

Detail Design<div><br></div><div>As sportswear and outdoor gear blend into mainstream fashion, modern consumers prioritize value-for-money products that adapt to multiple scenarios, demanding functional details like wind/water/UV protection, breathability, and moisture-wicking.</div>

Weekend Wilderness Escapes<div><br></div><div>As consumers pursue higher-quality lifestyles, outdoor adventures in the wild have gradually become a new consumption hotspot. This trend not only offers unique experiences but also drives deeper integration between the sports and tourism industries, emerging as a fresh highlight for economic growth. Modern young people are no longer satisfied with the confined, urban gym environment—they crave the call of the outdoors</div>

Snow Peak <span style="background-color: transparent;">Fly Fishing Apparel</span>

Snow Peak launches its Fly Fishing Collection, featuring versatile jackets, vests and outdoor-ready shirts/pants in signature earthy tones. The brand will expand offerings at its Shirakawa Highlands camp, combining fishing lessons, gear rentals and camping for a complete outdoor experience.

<div>Thames &amp; Hudson</div><div>The Outdoor Archive</div>

Utah State University's Outdoor Recreation Archives has partnered with Thames &amp; Hudson to release the new book The Outdoor Archive, which systematically documents a century of outdoor visual history. Focusing on magazine and catalog cover designs from brands like Columbia, The North Face, Snow Peak and Salomon, the book presents the visual evolution across generations. The content is categorized by media type, covering grainy climbing photography, cozy camping illustrations and cinematic natural landscapes, with dedicated sections on outdoor photography, collage art, illustrations, product photography and typographic design.

Keywords: Laser perforation, complex-structure punching, neckline/back/armpit/pant leg, breathability, geometric eyelets

Keywords: Waterproof tape sealing, 3D panel cutting, contrast-color inner seam tape, reflective strips

Keywords: Topstitching, contrast stitching, dashed decorative stitching, cuff edge, pants side sea

Contrast Topstitching

Functional Back Panel

Keywords: Functional large pockets, hidden construction, utility loops, warning light attachment, cooling design

Keywords: Decorative pocket, shaped pocket, hidden pocket, waterproof pocket, mesh panel pocket, 3D pocket, lightweight storage pocket

Functional Pocket

Keywords: Decorative pocket, shaped pocket, hidden pocket, waterproof pocket, mesh panel pocket, 3D pocket, lightweight storage pocket

Keywords: Adjustment Buckle, Drawstring Adjustment, Snap-Button Adjustment, Innovative Hook-And-Loop, Waist/Cuff/Ankle Adjustment

Adjustment Design

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Keywords: Elastic Knit, COOLMAX®, CoolCore™, Dry-Cool Touch, Comfort Knit, Quick-Dry Fabric, Mixed-Material Panel, Topstitching Detail

Key Items- Splicing T-shirt

Keywords: High IQ® UV Protection Additive, S.Café®, NANOMYTE® UVP Coating, Mesh Panels, Outdoor Sports, Semi-Transparent Material, Packable Bag

Lightweight Sun Protection Jacket

Outdoor Multifunctional Vest

Keywords: Neutral Khaki Tone, 3D Pocket Accents, Layered Styling, Unisex Outdoor Classic, Windproof Nylon Fabric, Abrasion-Resistant Ripstop Material

Windproof Single-Layer Shell Jacket

Keywords: Low-saturation color palette, windproof and waterproof, temperature regulation, C-KNIT composite fabric, skin-friendly touch, color-block paneling

Keywords: Dry &amp; Cool Touch / Comfort Knit / Quick-Dry Fabric / Light Outdoor Shirt / Colorful Styling / Casual Everyday / Boundless Freedom

Keywords: Moisture-Wicking / SPORTINGTEX® / Wind &amp; Rain Resistant / Reflective Strips / Laser Perforations / Functional Buckles / Temperature Regulation / Quick-Dry Micro-Texture / Performance Lamination

Inner Layer Fabric

Middle Layer Fabric

Outer Layer Fabric

Keywords: Soft Knit / High-Twist High-Density / Breathable Mesh / Water-Repellent / eVent® / UV Protection / UPF Coating / Multi-Pocket System

Keywords: Moisture-wicking &amp; quick-drying, UV protection, tear-resistant, breathable mesh, semi-sheer lightweight fabric, set/outfit combo, waterproof pockets, (SUP)

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