During the pandemic people dressed down and got more fitness aware, but the comfy bra was already taking over
The sports bra, once a neglected piece of gym kit, has officially become a wardrobe staple for women as comfortable bras chip away at the hegemony of the underwire in the working-from-home era.
In the past 12 months, the number of sports bras sold in Britain has jumped by a third to 7.1m as women swap underwired-cup oppression for stretchy elastic heaven. In sales terms, spending on sports bras jumped by a quarter to £72.3m to account for nearly 10% of total bra sales, according to retail analysts Kantar.
