Help! Rise of the workout wardrobe

Brits are changing how they dress day to day, new research confirms, as activewear officially becomes a true wardrobe staple.

Nearly half of Brits (46%) feel more confident in their workout gear than in any other outfit, cementing gym apparel as the nation’s everyday uniform, research from Primark has found. 

Six in ten (63%) now wear activewear beyond workouts, with many wearing gym clothes to run errands, go shopping in town or meet friends for coffee. 

Almost a quarter (23%) admit they wear activewear almost every day for non-fitness occasions, including the theatre, the office, and even on a first date.

This shift reflects broader changes in how people are socialising. 

Nearly half (47%) of Brits say more of their social plans now revolve around wellness, with 43% saying they prefer healthy hangouts, like going for a walk or meeting up for exercise. 

The average Brit now spends over £100 a year on activewear, yet 78% say high prices stop them buying the styles they like, and 54% say the activewear they want is often too expensive to justify regularly. 

Primark is tapping into this growing shift with the launch of its biggest-ever activewear range, designed to celebrate the joy of everyday movement. 

The NEW Performance collection, fronted by Rita Ora and UK musician and entrepreneur Krept, combines fresh style with innovative fabrics across leggings, tops, hoodies and running layers – with prices starting from £2.50 for accessories and £4.50 for activewear.

Mary Lucas, Trading Director of Womenswear at Primark, says: “As work, movement and social time now blends more seamlessly together, we recognise that more shoppers need clothing that will keep up with their lifestyle. It’s about feeling comfortable, confident and ready for whatever the day brings. 

With our biggest activewear launch to date, we’ve focused our designs to create versatile, great-quality pieces with the latest fabric technology that people can feel confident wearing from workouts to workwear, and everywhere in between – all at prices that make sense.”

To celebrate the launch, on January 21, Primark is unveiling PI-LATTES by Primark – a Pilates-inspired coffee shop inspired by how activewear now fits into everyday social life. Visitors can enjoy a café-style menu and receive a complementary piece of activewear for the price of a usual coffee break.

To visit the pop up, head to London: Kachette, 347 Old St, London, EC1V 9LP from 11am until 5pm.