Without the pressure to dress up for the office, comfort has begun to triumph over style when it comes to working-from-home outfits. Once a wardrobe staple, jeans are losing out to softer, looser-fitting fabrics as people’s sartorial choices reflect their desire to seek comfort in times of uncertainty. We explore the insights behind this and why denim is falling out of favour.
At the beginning of 2020, getting dressed for work might have meant donning a suit or a jeans-and-t-shirt combo. However, as the pandemic keeps millions of people at home, work wardrobes are undergoing upheaval: in the home office, elasticated waistbands and soft fabrics reign supreme, while restrictive styles are losing their appeal.
This is bad news for jeans retailers like True Religion, Lucky Brand, and G-Star RAW, all of whom have declared bankruptcy since April 2020, while Levi’s has reported a 62% drop in second-quarter revenue. And as lockdown lifts and public spaces reopen, this shift toward comfort is likely to extend beyond workwear: “I’ve given up a little in the style department,” 33-year-old New Yorker Matt Nicholson tells the Washington Post. “This is a real moment to address our comfort, it’s time to free the leg.”
It’s not only in the clothing department that people are seeking to incorporate a greater sense of comfort into their lives. From stocking up on nostalgic comfort foods, to taking a greater interest in domestic activities such as gardening and baking, the pandemic has seen many people seek solace in new self-care rituals. These comfort-seeking behaviors come at a time when many people have experienced mental strain as a result of the pandemic: one-third of Americans have reported developing symptoms of anxiety and depression since April 2020. As people continue to comfort-seek, brands such as WFH Jammies are meeting people’s need for conference call-suitable but comfy clothing for new working environments.
Lottie Hanwell is a junior behavioural analyst. She loves travelling, reading novels, cuddling dogs, and hosting dinner parties. A graduate of engish literature and spanish, she’s adventured through South and Central America, where she developed a taste for Argentine malbec and dodgy reggaeton. Now settled back in London, she hopes to translate her fondness of people-watching to her role at Canvas8.
