Outdoor Fashion 2025: Between performance, style and sustainability

• Outdoor growth market: development in Europe, France & China
• Skiing in transition: diversity, sustainability and the future of the industry
• Function, style & versatility
• Pimp My Ride: Ultra-personalization conquers outdoor sports
• Upcycle for Good: sustainability meets creativity
• The Outdoor Fashion Week: When outdoor meets high fashion
• The happy performance: sustainability meets innovation
• What you should take away from this article

According to OutDoor Sport Valley, players in the outdoor industry are striving to gain better control of the entire value chain. The trend towards specialization in product development has increased significantly: while 49% of professionals in the outdoor sector were specialized in 2015, this proportion had risen to 66% by 2023.

At European level, key market data was discussed at the Sustainable Ski Industry Summit at ISPO Munich. The Fédération Européenne de l'Industrie des Articles de Sport (FESI), Atomic, Protect Our Winters (POW) and the Winter Sports Sustainability Network (WSN) analyzed key industry figures. The industry's focus is on recycling, the circular economy, life cycle analyses, regulatory preparation and the decarbonization of the value chain.

In France, the footwear market grew by 7.8% in 2024 according to Union Sport & Cycle™. In China, the bicycle market continues to dominate with brands such as Rapha™, Castelli™ and Pas Normal Studios™, while up-and-coming players such as Neza Cycling and GRC are becoming increasingly important.

Outdoor consumers continue to place a high value on brands' commitment to the environment. However, as Fredrik Ekström emphasized at the last ISPO Munich, their expectations vary greatly depending on the type. The customer relationship is changing and brands are adapting their campaigns and presence accordingly.

• The Committed Pioneers - Well-informed and activist in nature, they prefer products that consistently align with their environmental values.
• Anxious Activists - Driven by climate concerns, they demand concrete measures and verifiable evidence of their positive impact from brands.
• Eco-Swingers (34% of consumers)* - Sustainability is important to them, but not at any price. They demonstrate environmentally conscious behavior as long as it remains practical and enhances their image.

At an institutional level, Martin Fourcade, six-time Olympic biathlon champion, has withdrawn his candidacy for the presidency of the Organizing Committee of the 2030 Winter Olympics (COJOP). The reason? His convictions. He was unable to reach an agreement with all decision-makers, particularly with regard to sustainability, resource conservation, governance, the long-term vision of the project and regional anchoring.

"Function is beauty " - this is the guiding principle of the Japanese brand Mont.Belle, which was founded by mountaineer Isamu Tatsuno. Function is beauty. This principle is reflected in the current trend: a comeback of utilitarian fashion. Functional, technical pieces, inspired by the outdoor segment, impress with their design, workmanship and versatility. They combine aesthetics with practical features for different occasions and activities.

This trend can be seen in exciting collaborations such as the latest capsule collection from Japanese brand And Wander™ with influential New York streetwear label Hidden NY™. Established ski brands are also increasingly turning to all-season footwear to make their ranges attractive across the seasons.

At the same time, an athletic chic trend is shaping the fashion scene. Labels such as K-Way™ and Aigle™ are reinterpreting retro aesthetics and giving them a high-quality, urban touch. Aigle™ impresses with collabs such as Ganni™ or Carhartt™, while designer Todd Snyder causes a stir with his "Mountain Core" aesthetic at the Milan fashion show for Woolrich Black Label. These styles, at the interface between outdoor and streetwear, demonstrate the growing hype around versatile looks.

The customization wave continues to roll - and not just since yesterday. The idea of customizing and improving equipment to combine performance, aesthetics and originality has long since established itself as an integral part of the outdoor and action sports scene.

Inspired by the legendary MTV™ show "Pimp My Ride", this movement finds its expression in sports such as cycling, skateboarding and water sports. The French photographer and surf enthusiast Hadrien Brunner is bringing a new coaching dynamic to the scene with his test videos and tutorials on foil surfing, skateboarding and water sports equipment.

This development is closely linked to the **DIY culture ("Do It Yourself") ** and goes far beyond purely optical adjustments. It's about real technical & ergonomic upgrades that enhance performance and improve the sports experience. This "augmented outdoor" trend could also promote the longevity of sports equipment - by strengthening the emotional connection to individually optimized equipment.

In a completely different direction, Lucas Pinheiro Braathen, a Norwegian-Brazilian ski racer, is a breath of fresh air in the world of alpine skiing. With his unconventional style and creative approach, he is bringing a new, rebellious dynamic to the scene. The 24-year-old is passionate about fashion and music - and this is reflected in his appearance.

His partnerships with legendary ski brands such as Moncler™ and Atomic Ski™ show the growing connection between luxury and sport. But not everyone celebrates his style. In an interview with the French magazine L'Équipe™, he says that he is not criticized on social media for his sporting achievements, but for his "too feminine" or "eccentric" outfit.

These two stories show how challenging it can be for athletes to openly express their attitude. Their decisions have long had an impact that goes beyond pure competition - they are changing the image of skiing and inspiring a new generation.

At the same time, they raise important questions: How open is the sports business to diversity? How seriously is sustainability really taken? And finally, how can established brands take advantage of the growing connection between urban and sporty target groups?

Giving products a second chance or reinventing their use - this trend is becoming increasingly popular. But who are the players combining creativity, style and sustainable sourcing?

• -LaVirgule™ - The accessories brand is making a statement for the circular economy with its latest project: a cap made from old kitesurf wings and jackets made from recycled Gore-Tex show how function and sustainability can merge perfectly.
• Archie Bow - The label became famous thanks to a creative idea: a comforter from the Paris 2024 Olympic Village was converted into a stylish outdoor jacket.
• Lostfabric, Anemone.vt, Montclair Vintage and 909 Upcycling - A new wave of unique upcycled outdoor fashion that combines individuality and sustainability is emerging on Instagram.

This trend has long gone beyond pure recycling - upcycling is becoming a creative means of expression and a statement for responsible consumption.

With the trend towards Quiet Outdoor and the fusion of luxury and sports codes, outdoor references are increasingly conquering international Fashion Weeks. A perfect example: Salomon, which is consistently pursuing its Salomon Sportstyle strategy.

At Paris Fashion Week, the brand presented its second collaboration with New York designer Sandy Liang - accompanied by brand ambassadors Alex Cissé and Evie Richard.

Other top designers and brands are also focusing on the outdoor sports look :

• Jacquemus™, Collina Strada™, Lacoste™, Miu Miu™, Balenciaga™ and Chinese designer Huang Jingyu, who has launched a collection with Fila™.

Their looks are characterized by a sophisticated mix of innovation, volume and sports-inspired details. Functional, technical materials meet structured cuts that combine fashion and performance.

• The outdoor vibe also remains present in the sneaker segment: after two successful collaborations, HOKA® and SATISFY® are continuing their collaboration - with new, more urban color combinations.
• In China, Roaring Wild™ has launched a reinterpretation of the cult sneaker Mostro from the 60s with Puma™.

Brands, suppliers and athletes are walking a fine line between adaptation, creativity and the conscious use of resources. How can you promote sustainable design without sacrificing style?

So is it possible to measure the impact of creative processes by the personalization, circular economy and multifunctionality of products and experiences? The answer to this question could shape the future of the outdoor industry.