WickedFit – An Athleisure Brand

Abstract

Athleisure is a style of clothing that has a growing influence in American modern fashion as a result of its functionality and aesthetic. People from the East Coast are generally high career-driven yet health-conscious and fashion-forward. According to Gallup Healthways State of American Well-Being research, Boston is ranked number one in active living environment. We are constantly on the go and prioritize living a healthy lifestyle. Thus there is a high demand in fashion styles like athleisure, which can provide looks, quality and comfort at the same time. The objective of this project is to build the brand from market research and develop a cohesive brand identity.