Brand: COS + Sportswear?

A much loved brand for me, COS is a Scandinavian Fashion brand for both women and men, that focus on modern, functional design. This can been seen in there clothes as well as their architectural design apply in their shops, that also follow the brands concept.

'Offering reinvented classics and wardrobe essentials, we create pieces that are made to last beyond the season. Traditional methods and new techniques merge to form timeless, understated collections.'

I believe this concept is similar to that of sportswear, as customers want the functionality but also want to look flattering, and modern. Some pieces can already be interpreted as 'leisurewear' and they do already sell swimwear. This could be adapted to become more high functioning and create a new dimension into this brand, whilst sportswear could adapt from COS's style/designing.

This yellow anorak is one clear indiction. Its practical, as it is waterproof and has pockets, and it's innovative in its design.

This blue rainmac flatters the body as there are drawstrings around the waist and the curve of the arms. The practicality of this garment is that there are pockets and it is slightly waterproof. This could be adapted into sportswear: adding a hood, more pockets, ventilation.

The swimwear at COS is already an area within the brand. The swimming costume to the left is a typical silhouette, backless and minimal. The colour is one asset that needs to be incorporated into Sportswear, as their sometimes seems to be a lack of colour choices.

COS is an amazing brand that doesn't need to change what they produce at all. A niche is in the market though of women who want to exercise but look modern or could be suitable for workwear and I believe the people who could bring that forward is COS. They already create very comfortable, flattering everyday wear and does seem to respond to all age groups. Then idea to look into too!

https://www.cosstores.com/gb/#classic_women