Textile Insight

T he world of performance is shifting as innova- tion quickens its pace a n d s t r i v e s t o s t a y relevant in an active/ lifestyle market that is constantly on the go. A new holistic approach is emerging, taking the hard edge off of performance. New technologies focus not only on responsibly made product engineered to promote functionality for physical health, but also on emotional durability. If wellness is the new workout, how is the industry reframing performance to address the big picture? According to Elizabeth LeMay, founder of Studio 317, a softer side of perfor- mance that advocates healthy lifestyle and prevention is what's happening now. "Think of it in terms of multi-channel tech; consumers now want a multi-channel wardrobe: Apparel that is versatile, good looking, comfortable and functional," says LeMay, adding, "These days, consum- ers have access to any and every brand out there — globally — so they have a wider scope of what they want and like to wear. This perspective has opened the door to new looks and new brands." LeMay's business partner Michelle DeCourcy, frames today's outlook this way: "It used to be two separate worlds — Fashion and Sport — but that is no longer the case. Now there is a meeting in the middle as fashion and sport come together." At Portland, OR-based Studio 317, LeMay's technical expertise blends with DeCourcy's background in high-end luxury to innovate without sacrificing function or fashion. The result: a modern aesthetic that captures this softer side of performance. Jessica Hemmer, founder of Cincinnati- based Hemmer Designs, sees performance as being a way to empower people. She queries: "How can we build better products that enable people to perform at their highest ability? How are we making products that enable people to A HEALTHY PERSPECTIVE textileinsight.com May/June 2019 ~ Textile Insight • 23 A NEW OUTLOOK ON FUNCTIONALITY IS FRAMED FOR WELLBEING BENEFITS BY EMILY WALZER

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