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What started as a cultural acceptance of yoga pants being worn in after-yoga settings has spiraled into a fashion craze, with even iconic fashion houses like Chanel sending sneakers down the runway in their fall 2014 Ready-to-Wear fashion show. This shift from traditional to gym-ready, everyday apparel has so greatly surpassed the threshold of a fashion trend that it has evolved into its own lifestyle. One could argue this rise in active-wear is due to a shift in lifestyle trends rather than a shift in fashion trends, but that would only tell half of the story. Athleisure brands leveraged changing consumer habits to gain a stronghold in the apparel sector and crafted a “can’t live without it” craze through effective storytelling, making the movement bigger than a fleeting fashion trend.