Athflow Is the New Athleisure
We knew there was a reason we bought so many sweatpants in 2020 (see, it wasn’t just to get us through 10 months of Zoom calls. And Grubhub).
Loungewear is trending -- and it’s getting luxe. Defined as “when athleisure meets elegance,” the new athflow aesthetic is all about comfort, soft fabrics, and loose cuts.
Google searches for “soft outfit” have risen by 1,520% over the last year. Pinterest searches for “oversized outfit” have tripled.
Athflow items are also soaring on Amazon. Jungle Scout shows search increases over the past 90 days:
- Men’s loungewear set: +1,133%
- RockDove memory foam slippers (AKA plush beds for your feet): +364%
- Cozy loungewear for women: +338%
The trend is just starting to take off. Entrepreneurs could target athflow niches -- workout clothes, office-friendly athflow, maternity wear, gender-neutral outfits, etc.
You could delve into the textile side and focus on fabrics: Think organic, sustainable options or leverage new textile innovations like cottonized hemp and microsilk.
The athflow aesthetic could also be incorporated into bedding, towels, and even personal care.
The Dreampop Escape
Remember last year when lofi music experienced exponential growth? Well the next lofi is here, and it’s called dreampop.
It’s a form of musical escapism described as “alternative rock that implements ethereal soundscapes, sonic textures, and soft melodies.” And it’s gaining traction fast.
#Dreampop has gathered 9m+ views on TikTok, and r/dreampop subreddit subscribers have ballooned by ~400% over the last 4 months. The Cocteau Twins, considered the defining band of the genre, have 1.1m+ listeners a month on Spotify.
Opportunities include incorporating dreampop into sleep hygiene (e.g., apps, services, and guides). You could curate playlists for listeners to wind down to in the evenings. Meditation apps might also offer guided dreampop options.
Entrepreneurs could pair the genre with visual escapes and virtual vacations -- we touched on these in our digiceuticals Signal last year.
Dreampop merch might be the next thing to take off. Or you could develop a niche app that provides users with access to different types of dreampop, depending on their mood or needs (e.g. meditative, melancholy, nostalgic, or happy).
The Spotlight Is on Neon
Colorful, moody bedrooms will light up 2021.
Younger generations are sparking interest in all things neon. Pinterest search increases over the last year:
- 8x for “neon room”
- 3x for “LED light room”
- 3x for “LED light sign”
- 155% for “blue LED lights bedroom”
There is also an entire subreddit dedicated to Philips LED color-changing Hue light bulbs -- with 120k+ subscribers, experiencing exponential growth.
You could delve into design and/or distribution of bulbs, lamps, mirrors, and signs -- even provide various options for a “neon bedroom starter kit.”
Entrepreneurs could also incorporate neon lights into appliances (e.g., laptops, wearables, speakers, cleaning tech and robot vacuums, kettles and coffee machines, etc.).
Interior decor that compliments and accentuates neon lighting will be in high demand.
The neon aesthetic can also be leveraged for ads, fashion, packaging, and product design.
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