IDM: Product Development for

Athleisure
Jury Work
-By Agamoni Das
Department of Fashion Technology
Submitted to Prof. Roshni Bhattacharya
Introduction:

Athleisure is simply the summation of athletics and leisure.

Athleisure refers to casual clothing which is designed to be worn
for exercise and general use. As a fashion trend, it is a trend in
which active wear; clothes designed for athletic activities are worn
for other purposes such as work clothes, casuals, to school or
social occasions. The most common athleisure outfits are leggings,
yoga pants, sweatpants, gym tanks, sports bras, hoodies, tights,
shorts, sneakers and many more.

The Rise of Athleisure:

Athleisure came in vogue as recently as the last decade. However,

the trend was birthed as early as the 1970’s when fitness regimes
became popular. With this popularity, lots of people used casual
clothing for exercises. This prompted sports brands to begin to
improvise clothes suitable for athletic activities. Subsequently,
there was an improvement in production of these clothes, with
innovations made with materials like Lycra, spandex, nylon and
other synthetic fibre materials.

A. Brand Board:
Satva:

Built on the cornerstones of the 4Ps – People, Planet, Production

and Profits, Satva is the first Indian sustainable athleisure brand
tastefully designed in the US but proudly manufactured in India.
“We are about to witness the biggest shift in the industry.

There is this customer who wants to look good, feel good and be
fit and it kind of promotes the whole lifestyle and at the same time
cares about the planet and concerns about using organic means,
so the good thing is that India is finally moving towards the
organic means,” Rina (Rina Nathani, Head of Global Retail at
Satva) said.
A. Design Aesthetics:
Pattern for T- Shirt:

Pattern for Sleeveless T- Shirt:

Pattern for Cami top:

Pattern for Sweatshirt:

Pattern for Bottoms:

Pattern for Bottoms:

 Pattern for Hoodies:

1. Colors:
Satva eliminates the use of chemicals and dyes from its
manufacturing process. Right from the materials to the colours
and the dyes – everything is plant-based.
2. Print & Graphics/ Language:
Being a sustainable brand they use very less amount of graphic or print
on their garments.

3.Price Points:
Tops: INR 999/- to 2400/-
Bottoms: INR 1379/- to 4200/-
Bralettes: INR 1049/- to 2800/-
Shorts: INR 1299/- 1639/-
Hoodies: INR 1199/- 4900/-

4.Clientele:
Catering to the age group from 20s to 50s, Satva is for women
who enjoy adventures and who would move straight from the gym
to a night out. Tapping on the millennial-mindset, who wear
sustainability like a badge, the brand bridges the gap between
comfortable athleisure and sustainable, responsible fashion.
Although coveted, there is often a myth attached to sustainable
and organic clothing as to being expensive. This is what has
thwarted the momentum of this sector since the very beginning.
Aiming to peg itself as an affordable luxury brand, Satva prices its
products between Rs. 1,299 for a basic tee to Rs. 3,500 for a
jacket, quite affordable when you compare it with mainstream
sports brands. “Satva is well received by the youngsters in India –
they are all moving towards a sustainable organic life. Youngsters
often are a bit price-sensitive, but still, they are buying the
product for its core motto,” Rina stated. Citing success of the
same, Satva witnessed a 30 per cent increase in the athleisure
trend and predicts its stance as a good place to be in the current
market scenario. The brand tilts towards classics rather than
fashion by offering an interesting mix of athletic-inspired
bralettes, leggings, tanks, tees, shorts, jackets and sweaters that
are designed to last longer in terms of trends and variations. The
brand fuses international styling with socially conscious clothing
while giving back to the communities it sources from.
5.Brand ambassador:
Right now they are not having Brand ambassador but yes they
have paired up with social media influencers.
Here I’m mentioning some of them:
 Aashna Mansharamani
IG: aashna.aerial
 Avni Talsania
IG: avni.talsania
 Shruti Wahi
IG: bespokegrub

B. Season: Spring Summer 2022

1. Forecast study: Loose-fit comfort, tech-connected

details and antimicrobial finishes will forge a new path for
versatile and protective athleisure.

Pattern: Adapt active styles to work for the everyday, with

slouchy track pants and timeless sweats. Think about and focus on
comfort from the bottom up.
Color:

C. Design Element Board:

Gathers

Folds
 Mesh

Pocket

D. Mood Board:
E. Theme Board:
F. Color Board:
Range Planning:
Garment A:
Silhouette Board:

Flat sketch:
Trim Board:
Garment B:
Silhouette board:

Flat sketch:
Trim Board:

Garment C:
Silhouette board:
Flat sketch:

Trim Board: