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Navigating modern city life can feel more and more like an endurance sport Dear Breast Cancer You Picked The Wrong Cat Breast Cancer Awareness Interesting Cat T-Shirt . So it’s perhaps no surprise that comfort has been embraced as the style de jour. It’s become increasingly popular to wear sports clothing for almost any casual occasion or activity. Add to this the fact that, according to a recent survey, one in seven Britons are now members of a gym, and it’s no surprise that sportswear is far outpacing the growth of the rest of the clothing market (as found in this recent report). As wellness grows to become the dominant trend across almost every sector, people are embracing ways to signal their healthy intentions. The growth of so-called athleisure shows no signs of slowing down, contrary to the shorter lifecycles of other fashion trends. As people look to broadcast their dedication to fitness, they are more eager than ever to spend money on looking the part, a trend affirmed by this report in trade title Business of Fashion. Here at KINGTEESHOPS, we’ve seen first hand how t-shirts and merch can be incredible marketing tools, and here’s why personalised gym wear for your gym, fitness club or fashion label is a great idea.