Read more: Lululemon bet big on Mirror, an in-home workout rival to Peloton. "It really has become not just active wear, it's become a kind of second skin, these styles that you are literally spending 24/7 in." "People are living in their active wear from the moment they get up to the moment they go to sleep," Hudson said. It's been a big year for athleisure, but especially for the millennial-favorite, Instagram-friendly brand Girlfriend Collective.Īccording to Sarah Hudson, Girlfriend Collective's senior vice president of brand, the company has experienced "explosive growth" in the past year, thanks to its loyal customer base and the rise in demand for leggings and athletic wear during the pandemic. Visit Business Insider's homepage for more stories.Instagram represents Girlfriend Collective's "largest "editorial channel," with more than 400,000 followers currently."Our particular demographic group of millennial women have become more conscious about where they're choosing to spend their dollars," Hudson said.According to Sarah Hudson, Girlfriend Collective's senior vice president of brand, the company has found success by betting big and early on sustainability and inclusivity initiatives.Girlfriend Collective has experienced massive growth in the past year, thanks to its loyal customer base and the rise in demand of leggings and athletic wear during the pandemic.
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