Is what you think of as "sportswear" really sportswear at all? Prepare to question everything you thought you knew about comfort and style! It's a bold claim, but the reality is that the traditional definition of sportswear is being completely redefined, and it's happening right under our noses.
My personal journey into this world began at Ven. Space in New York, a little over a year ago. I'd been vaguely aware of Lady White Co., but a particular piece – a seemingly simple black shirt made from their signature cotton jersey – truly grabbed my attention. What struck me was how seamlessly it blurred the lines between casual sportswear and a more refined, almost formal aesthetic. And almost every time I've worn it since, the same question pops into my head: Just what exactly constitutes "sportswear" in today's world?
The term "sportswear" has become incredibly multifaceted, carrying different connotations for different people. For some, it conjures images of high-performance gear – the kind designed to shave milliseconds off your sprint time, propel you to new heights, or wick away moisture during intense workouts. Think of it as clothing explicitly engineered for athletic activity. But here's where it gets controversial... For others, sportswear represents something entirely different: a nod to history, a celebration of vintage styles, and above all, an emphasis on pure, unadulterated comfort. It's not necessarily about improving your athletic performance, but about feeling good in your clothes. And this is the realm where brands like Lady White Co. are making waves.
According to Phillip Proyce, co-founder of Lady White Co., "The ease of sportswear is the draw – the comfort, functionality, and adaptability of the fabrics and fits. We’ve always considered sportswear to be one of the iconic American pillars to fashion." He sees it as a cornerstone of American style, a foundation upon which to build something new and exciting.
Lady White Co. embarked on its journey in 2015 with a deceptively simple objective: to create the quintessential white T-shirt, made entirely in California, "from cotton to the finishing," as Proyce puts it. Over the past decade, the brand has expanded its horizons. While the iconic white T-shirt remains a staple, they now offer a range of hoodies, shirts, and jackets, all crafted with an unwavering commitment to jersey fabric. In doing so, Lady White Co. has positioned itself at the forefront of a burgeoning movement that's actively reimagining the very essence of sportswear. They're creating comfortable, functional clothing that's designed to seamlessly integrate into everyday life. Think sportswear in the tradition of Camber or Champion – think cozy hoodies and soft sweatshirts – rather than the mass-produced, plastic-based performance gear that dominates the market. And this is the part most people miss: it’s about lifestyle, not just athletics.
Another brand that's pushing boundaries in this space is Body of Work. Founded in Toronto in 2020 by Brittney MacKinnon and Dwayne Vatcher, the brand is deeply rooted in a passion for sports (Vatcher was a competitive hockey player). "Dwayne and I have a personal relationship with active living that has always informed how we make clothes," MacKinnon explains. "There is a heritage, versatility, and straightforwardness to sportswear that continues to inspire new ideas." They see the inherent potential in sportswear's simplicity and adaptability.
Both Lady White Co. and Body of Work are crafting clothing that takes core concepts like ease, comfort, and softness and propels them in innovative directions. For Lady White Co., this translates into cropped jackets, tailored trousers, and even a button-down shirt (like the one I discovered at Ven. Space), all constructed from the same comfortable fabrics and incorporating the functional elements of traditional sportswear, but reimagined for entirely different settings. Imagine wearing performance-level comfort to a business meeting or a casual dinner!
Body of Work's collection boasts popular pieces like the Jasper Pull-on Pant, a wide-leg design crafted from a cotton canvas that becomes increasingly supple with each wear, and the Magnolia Cardigan, a button-up ribbed jersey with a flattering silhouette. The color palettes – featuring earthy browns and the aptly named "Lichen Green" – are inspired by MacKinnon and Vatcher's time spent in nature. While the fabrics and fits are undeniably rooted in sportswear, the unique cuts and refined finishes leave no doubt that these are garments designed for everyday wear, not just rigorous physical activity.
While comfort remains a primary objective, the designs themselves exude a certain sophistication. This is evident in Lady White Co.'s refined shirting and long-sleeve polos, both meticulously crafted from their signature jersey fabric, and in Body of Work's decision to incorporate a more formal V-neck into a classic sweatshirt design. "Our focus on sportswear allows us to go a bit deeper into what it can become," Proyce explains. "The foundation of sportswear is already so rich; it’s our job to make a small tributary and branch with super-obsessed attention to detail. There is complexity to the plainness that I think people are drawn to." It's about elevating the everyday, finding beauty in simplicity.
Furthermore, both companies are committed to small-scale production practices. "T-shirts and sweatshirts have mass production capabilities that have led to awful quality and a disposable character," Proyce laments. "We try to do the opposite." Body of Work shares this ethos, designing, knitting, dyeing, cutting, and sewing almost all of its pieces in Toronto, and prioritizing the use of natural fibers whenever possible. While local fabric production may incur higher costs, MacKinnon emphasizes that "the quality and beauty of the fabrics we have been able to create have been well worth it." They use crisp cotton canvas designed to soften beautifully with each wear and French terry that's brushed to achieve an almost suede-like texture. The result is clothing that feels as good as it looks.
Overall, the emergence of brands like Body of Work and Lady White Co. represents a promising shift in a sportswear landscape that has become increasingly dominated by synthetic materials, uninspired designs, and mass-produced garments. It will be fascinating to observe how far this pendulum can swing in the opposite direction, appealing to fashion enthusiasts, discerning athletes, and anyone who appreciates the comfort and versatility of an elastic waistband. For now, it's exciting to consider how dressing with ease – now a fundamental requirement of modern style – doesn't necessarily mean conforming to the crowd. But here's a question for you: Is this redefinition of sportswear a positive evolution, or does it dilute the original purpose of athletic apparel? Share your thoughts in the comments below! What do you think "sportswear" really means?
