The global pandemic has driven consumer preference for comfortable loungewear, and the latest research conducted by Naia from Eastman, a global specialty materials company, proves it is a trend with staying power. 





The survey has interviewed over 2,000 women aged of 18–60 in the U.S.A., Germany, Spain and the U.K. in December 2021 and January 2022. 




When surveyed, 78% of women involved selected comfort as their top priority when selecting loungewear. Other findings show 74% of respondents dressed more casually at home and 66% are also choosing to dress more casually outside the home.

Loungewear apparel using Naia from Eastman fibers
Photo: Naia from Eastman
Loungewear apparel using Naia from Eastman fibers
Consumers also want more comfortable fabrics and more versatile loungewear, and will likely purchase more loungewear items in the future. This is what the survey has highlighted, as 61% of women are investing in more casual clothing, with 44% reducing the amount of formal clothing in their wardrobes. They also prefer more sustainable loungewear with new and different fibers and would like brands to offer more of those options. 





The study also highlighted a satisfaction gap among consumers who wanted better loungewear comfort, fit, quality, drape and durability. Among the characteristics they consider important when choosing loungewear, they expect their items keep looking new, don’t pill, are easy-care, are breathable, have a low impact in the environment, are bacteria- and odor-resistant, can help reduce landfill waste and are made of plant-based or recycled materials.





At the light of these results, Naia from Eastman aims to collaborate with brands and further help the consumer enhance their shopping journey. 





“Loungewear has become the must-have item in every woman’s closet,” said Ruth Farrell, marketing director of textiles for Eastman. “Our insights aim to help brands understand how today’s consumers define comfort and sustainability in regard to loungewear. With two-thirds of consumers wanting more sustainable options in their loungewear fibers, Naia is perfectly positioned to help our value-chain partners create comfortable, quality, sustainable loungewear that is accessible to all.”

Eastman Naia cellulosic fiber
Photo: Eastman Naia
Eastman Naia cellulosic fiber
As explained by Farrell, Naia Renew cellulosic fiber is inherently soft, is quick drying, has reduced pilling properties and is available as both a filament yarn and a staple fiber. It can be blended well with other eco-friendly materials, such as modal and recycled polyesters, in order to produce sustainable fabrics for everyday garments — including tops, dresses, jumpsuits, twinsets, t-shirts, comfy pants and sweaters. 





Naia Renew is produced from 60% sustainably sourced wood pulp and 40% hard-to-recycle waste materials, which would otherwise be destined for landfills or incinerators, with a low carbon footprint in a closed-loop process where solvents are safely recycled back into the system for reuse. 




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