Introduction

Stereotypes of older adults as being typically impoverished and unconcerned with appearance are being challenged. Older people no longer dress distinctively and are considered to be less constrained about choice of dress than in the past (Twigg, 2013). Clothing is a major contributor to how people define and perceive themselves and is a necessary part of our everyday lives. Twigg (2013) refers to Lurie's 1992 commentry that in a distinctive resort American elders have adopted a wardrobe marked by bright colours and soft loose shapes that clearly contrasts with the traditional associations of age with sobriety and self-effacement. Twigg suggests that it is important to view these trends in context whereby casual dress, beyond white-collar office wear, is the dress of choice for most people (Twigg, 2013). This chapter looks at how the comfort attributes of more sophisticated performance sportswear may be tailored to the needs of the active ageing community.

Transient fashion ranges are normally driven by last season's sales and trend, with ‘business as usual’ disregarding potential consumer groups who are unable to find suitable clothing. There is no record of the ‘lost’ sales to active agers, dissatisfied with what is available, and there is virtually no positive fashion trend information to guide designers with regard to the requirements of the active ageing consumer. Stylish fashion is seldom geared to the physiological demands of the changing older body, resulting in uncomfortable clothing that may be difficult to take off and put on, and to fasten. During the period of the research discussed here, international high-street ‘fast fashion’ has continued to be youth-oriented, with the predominant colour being black. What has been lacking is the design development of stylish and comfortable functional clothing for active members of older age groups who do not perceive themselves as old and ill. Factors such as age-appropriate fit, styling, proportion and comfort all contribute to the psychological ‘feel-good factor’ that may be enhanced through creating ease of movement and cutting for predominant postures, as well as thermal regulation, moisture management and protection (McCann, 1999).

With regard to exercise, older people are the segment of the general population with most to gain especially where underlying disease impairment exists (Metz and Underwood, 2005).