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‘Couch Couture’: Brands Chase the Comfort Craze

With the pandemic continuing to keep many at home, consumer demand for comfort in the clothes they wear has shown no signs of going away. In fact, product intelligence company Trendalytics named comfort—or rather, “couch couture” —the top trend for 2021 last month. Searches, it said, were up 76 percent for thermal joggers, 100 percent for waisted joggers and 102 percent for the kind of lounge-friendly bras that support without smothering. Meanwhile, NPD Group says comfort categories like sweatpants (up 17 percent), sleepwear (up 6 percent), and sports bras (up 10 percent) climbed last year despite the overall apparel sector’s 33 percent decline.

Helena Kaylin, founder and CEO of the direct-to-consumer intimates brand Mindd, put it simply: “comfort is paramount.”


One year after launching, Mindd—a bra brand for women with size D-plus busts—is expanding to bodysuits. Kaylin said the vision was to create something that could be used as an inner layer under a dress or blazer or on its own with a pair of jeans or sweats. The bodysuit, designed to be worn without a bra or shelf, “does not compress your breasts or push them down; instead, it gives the breasts a light natural support and lift,” she added.

One year after launching, Mindd launched a line of bodysuits
Mindd’s bodysuit launched in two size options with two more to follow in March. Courtesy

“Women with D+ breasts don’t have a lot of options that can truly feel like a second skin,” Kaylin told Sourcing Journal. “I wanted to eliminate the typical shapewear zones we see on so many bodysuits and do something completely different. I describe it as the hug we all kind of need right now. While it has performance attributes like fast wicking, this first piece is really focusing on comfort and beauty.”

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The bodysuit can comfortably accommodate anywhere from a C cup to a G/H cup, Mindd said. It features a thong back construction and is developed to work on both long and short torsos. It is currently available in two sizes, S/M and L/XL, with XS and XXL sizes to come in March.


This spring, Uniqlo will debut its Spring/Summer ’21 collaboration collection with global fashion icon Inès de la Fressange. The collection, the Japanese retailer said, brings togethers de la Fressange’s belief in designing clothes all women can wear with comfort and Uniqlo’s philosophy of designing clothing that meets the needs of daily lifestyles.

The collection includes tapered pants made from a breathable linen-cotton blend, a 100 percent cotton Ventile long coat and a silk long-sleeve blouse. The line will come in a full range of adult sizing.


Spanish fashion retailer Mango continued to flesh out its Mango Comfy Collection in its Fall/Winter 20-21 and Spring/Summer 21 collections. “Whether for [practicing] yoga, working at home or going for a walk, athleisure is still a safe bet for all looks,” it said.

Items highlighted in the retailer’s latest collection include an oversized gilet made with fine-knit fabric, a recycled-polyester-blend sweater with dropped shoulder seams, and high-waisted, ruched-detail trousers.


Sézane recently launched a new maternity line. Designed to accompany the wearer throughout motherhood, the collection “has been tested and bump-approved by the mothers and mothers-to-be in our Sézane team,” the Paris-born label said.

The “9 Months for Life” collection includes a long-sleeved, midi knitted dress made with Ecovero Lenzing viscose; 7/8 length maternity pants with a soft, knitted waistband that easily stretches over the waist; and a long-sleeved merino wool-and-cotton jumper.

Ruby Love

Featuring leak-proof technology that can hold up to 2.5 tampons worth of absorbency, femtech apparel line Ruby Love’s sleepwear line lets women sleep stress-free. Items in the collection can be worn with a pad, tampon, menstrual cup or alone depending on a woman’s flow, it said.

The collection includes an assortment of boy shorts, sleep pants and onesies. The items are 92 percent interlock twist yarn cotton and 8 percent spandex. The brand’s leak-proof gusset includes two layers of 100 percent absorbent cotton and dri-tech mesh.


Largely known for its wool runners, Allbirds recently expanded its growing apparel selection with a new selection of comfort-driven tops. New additions include two 100 percent merino wool options—a classic zip-up hoodie and a long cardigan—as well as a T-shirt made with crab shells.

Sustainable sleepwear

Swedish-Swiss sleepwear brand Dagsmejan creates sustainable sleepwear that it says is “scientifically-proven to help people fall asleep faster and stay asleep longer.” Its products, it added, are all produced in Europe with partners that adhere to the highest environmental standards and where working conditions are safe and fair.

Dagsmejan’s collection includes a merino wool- and eucalyptus-based sleep pant, a sleeveless sleep dress that it claims is eight times more breathable than cotton and a sleep jumpsuit that it says is four times better at moisture management than cotton.