HanesBrands is making a bold play to revitalize its activewear division with the launch of “Hanes Moves,” a new collection designed to bridge the gap between everyday basics and performance-driven apparel. This strategic initiative targets women, men, and children, offering a diverse range of clothing, socks, and innerwear crafted with both comfort and functionality in mind.
The “Hanes Moves” line represents a significant shift for the iconic American brand. Jane Newman, Chief Design Officer at HanesBrands, describes the collection as a “natural extension” of their core basics, aiming to elevate them into fashion-forward essentials while simultaneously offering a range of comfortable loungewear. This move signals a conscious effort to reimagine the role of basics in contemporary wardrobes, blurring the lines between casual wear and activewear.
This relaunch arrives at a crucial juncture for HanesBrands. The company has faced declining sales in its activewear segment, with a concerning 19 per cent drop in 2022, followed by continued downward trends into 2023 and a sharp 31 per cent decline in the first quarter of 2024. “Hanes Moves” is positioned as a key catalyst for reversing this trend.
The collection distinguishes itself by prioritizing comfort and performance through innovative technologies. HanesBrands is focusing on addressing specific consumer needs, with a particular emphasis on functionality. Notably, the brand has teased an upcoming women’s underwear line featuring integrated period technology, a move that underscores its commitment to innovation and addressing real-world concerns.
“Hanes Moves” marks a decisive re-entry into the competitive activewear arena for HanesBrands. The collection’s success will be closely watched as the brand seeks to regain market share and re-establish its presence within this dynamic sector of the fashion industry. This launch signifies not just a new product line, but a strategic repositioning for the brand as it navigates the evolving landscape of modern apparel.
