“They’re either a miracle of creation . . . or the end of Western civilization,” Chris Lindland said of his company’s blockbuster new product, yoga pants that look like dress pants. They provide the comfort of an afternoon at the yoga studio, disguised as office-appropriate slacks.
Lindland is the founder of the San Francisco online clothier Betabrand . He launched a crowd-funding campaign earlier this month to get the yoga/work pants into production.
“What’s amazing is that you look at Twitter, and it’s either a love or hate reaction, with little in-between,” Lindland said. “The result of that online discussion is more traffic to the site.”
This isn’t the first product Betabrand has introduced that brings the gym into the office. It’s the follow-up to the wildly successful Dress Pant Sweat Pant for men. As you can guess, those pants allowed men to look polished despite the fabric. Batch after batch sold out quickly as thousands of men snatched them up. To be clear, Betabrand also makes activewear, such as specialty bike pants.
After the (thankfully) short-lived phenomenon of pajama jeans, dress yoga pants could be the next indicator that Western civilization has begun its descent. Regardless, Lindland, whose customer base is primarily chic geek tech nerds,
has a theory as to why the clothes are so popular.
“We’re hyperactive people,” he said. “People wear clothes to work that reflect their athleticism. It’s a reflection of who we are before and after work. That’s the thing that most interests me from a design point of view. There’s a lot more we can
do aside from making secretly slobby clothing.”